Found this at London Tottenham Court Road Curry's/PC World.
Shelf sticker says £27.99. It scanned in for £29.99 but luckily I'd taken a photo of the shelf sticker to show HUKD! Showed the cashier and she honoured it for £27.99.
Not sure if this is nationwide, but it wasn't a "special offer" or anything.
I will upload a photo of my receipt later tonight as proof.
Shared Via The HUKD App For Android.