I’m going to start this post with a rather insignificant personal anecdote, but rest assured I’m building up to bigger things…
Early this morning, pursuing a personal vice nurtured since childhood, I bounded along to the local branch of a well known national video game retailer, planning to grab myself a copy of a newly released and hotly anticipated game. On arrival, I was shocked to discover that the price tag on the game was a whopping £5 more than advertised on their own online store – a 14% mark-up. On principle, I left empty handed.
Luckily, I have the luxury of going home tonight and browsing for a better deal online. But what about those who can’t shop online? They would be stuck with paying the premium rate.


