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Bought this today. Showing as £29.97 on the website, saw it in store (Leicester Hamilton) at £9.97. Scanned at checkout as £14.97 but they were happy to correct to shelf sticker price.
PS. they also have the Hitachi 500Gb 2.5in portable drives at £59.97 (not to be confused by those who don't know with larger 3.5in powered drives). They are £70 at e-Buyer.