I'm 99% sure this is a pricing error online, and the guys in store agreed with me. Went to pick one of these up today and it scanned through at 349. After some discussion with the guy and showing him the webpage he conceded it's the same model and they honoured the online price. John Lewis and Curry's sell at 329 and 345 respectively.
Not sure what happens if you try to buy online but have to assume it would go through. Otherwise, the guys in store were happy to give me the price listed on the website.