In my view this isnt a bad deal, you get 7 samples to keep/test and make saving on some of the full price bottles!
"Men's Fragrance Selection Vivabox
Each Vivabox comes with 7 samples so whoever you buy for can choose their favourite and collect ONE full size bottle from our stores."
Prices of the full size bottles -
Paco Rabanne Black XS EDT 50ml -£36.50
Jean Paul Gaultier Le Male EDT 40ml Limited Edition -£31.50
Issey Miyake L'Eau d'Issey Pour Homme EDT 40ml Limited Edition- £31.50
BOSS Orange Man EDT 40ml -£28.50
Carolina Herrera 212 VIP Men EDT 50ml -£39.50
HUGO Man EDT 40ml -£29.50
James Bond 007 EDT 50ml -£24.50
Obviously some bottles are cheaper than £29.99, but if you really want the samples it may be worth it!
*Also a womens set - http://www.theperfumeshop.com/fcp/product/womens-fragrances/Vivabox/Women's-Fragrance-Selection-Vivabox/3801