Bought this from Tesco Extra in Bangor (Gwynedd) yesterday afternoon. The original price was £30. SEL marked as reduced from £30 to £16, then reduced again to £13 but scanning for £7.50 (barcode 5030578365503). Only the Purple cases of this type were reduced, black ones were still full price. Loads of different cases reduced including ipad cases. Some were down to £1.50..