Not sure about the original £734 price tag, but everywhere else seems to have these @ around the £470 mark.
My guess is that it's a pricing error and should be £499.38 (saving £234.00).
Unfortunately, I'm after the chrome version or I'd have snapped this up.
There's 5.5% Quidco too.
There's also Plumbworld discount vouchers according to this post:http://www.hotukdeals.com/deal/173247/plumbworld-discount-vouchers/
So a great bargain if it's what you're after.