I've seen this Freeview HD box on the Argos website reduced from £99.99 to £49.99, but it appears to be on offer instore for £39.99 (See image in first post!).
PRICE ONLINE SHOWS AS £49.99, PRICE INSTORE SHOWS AS £39.99 .
This might just be local (Ellesmere port has loads!), but it doesn't say it's store specific.