I was after a cheap usb tv tuner to pop into my pc at work for the world cup games, and didn't want to spend £60. This seems to be the best deal around if you are after something cheap, but with a brand. Play.com do no-name versions for £15, but i wanted to collect instore tomorrow, so it was no good for me.
I think this should be better quality, or at least have regular software updates.
Beware - it's a web only price - you need to pre-order online if you want to pick up instore - instore price is £35