[M8 INTERNET]

It's all about margins and costs...
Most retailers work to a margin of between 30 and 50%

Most of the costs in UK are higher, due to the taxes applied to them
Transport costs have duties and VAT that are higher than almost anywhere else in the world
Employer rates are higher than they were 10 years ago, in real terms
Land services have increased disproportionally to the RPI (council taxes, business rates, water rates, electric / gas)

On the plus side, demand for decoders is increasing so the unit cost is remaining the same, and in some cases is decreasing
However, as the technology moves forward and improves so does the premium price!

 

[M8 INTERNET]

There are a lot of factors in costs and what price to set a product at
The RRP of a decoder may be £30, but if the retailer has set their margin at 30%, then they could sell it for £20 knowing it meets their costs
Equally, if there is no competition and an equivalent retailer sells it for £28, then they could charge anywhere in that range

As an example
Its almost the same with my pricing for main branded cola 500ml
I price mine at £1.15, even though TESCO and ASDA (both right beside me) are £0.88
My store has a margin for our drinks department of 46%