These are on sale in PC World stores (NOT online) at £89.99! However, just got mine price matched to Play.com for 110% of the difference, so only paid £10.79. (There is also a similar post on HUKD for the 4GB version.)
EDIT#1: The link takes you to Play.com's price, which you need to print and take to PC World to get the 110% price match offer.
EDIT#2: Sorry for any confusion, as I rushed out the original post in my lunch break. To clarify, print out the Play.com price, (the original description mentioned the MobileMate Micro Reader being included). Take the Play.com printout & a copy of PC World's price promise to your PC World store and claim for the difference. This item is INSTORE ONLY - not online at PC World. The item number is 0000726558. The barcode number is 619659040246. Amazon & other places also sell this at a similar price to Play, so shop around and you may save even more as the PC World price is vastly over priced.
EDIT#3: PC World Price Match policy is here: http://www.pcworld.co.uk/martprd/store/pcw_page.jsp?BV_SessionID=@@@@1633342436.1218231991@@@@&BV_EngineID=ccfeadeekjhfhghcflgceggdhhmdgmh.0&chain=PC_World&channel=WEB&page=GenericEditorial&genericeditorial=price-match-promise
My thanks to nmerlet's original post for the 4gb version