Part of their weekly special, this is the new edition of the starter kit (doesn't have a starter disc, only move controller and eye) that i think was released at the start of April.
Postage is free, seems to be limited to one per customer/order, accepts paypal. Done a check, cheapest i can see at the min. amazon are doing it for 35, play and game for 40 and zavvi for 48.
Seems to be a good deal :O I'm unfamiliar with their weekly deals and when they start or end, but im guessing this will still be active until the weekend at least.
(also my first deal i found put up on here! yay me, im a lurker no more! lol)