I'd be asking how that company is able to do that.
Did they secure some sort of deal over a significant period of time, for example...?
Are they going to offer it for less until launch then ramp the price up?
Do they only actually have 5 copies to sell?
Did the work experience kid make a conversion error and now they're stuck with it due to some sort of consumer law?
Etc
English
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They are a UK company - if they have only got 5 copies, they can be prosecuted - we have consumer protection laws that cover such behaviour. The price is almost certainly correct - they have been dropping it gradually over the last few weeks, and has remained at this level for a week now. The simple answer is: they have got a good price for buying off Activision, for less than £39.85, and they are intending to sell lots and make a smaller profit on reach sale. Oh, and the price includes free shipping. So, £60 is charged purely to increase profits. I've bought from the company before - it is unlikely they will renege on the sale based on my experience.