Agreed. a) It’s not actually on sale b) Nor is it a good price, regardless of being on sale or not c) eshop-prices lists 38 countries, and the U.K. is 37th, with only the Czech Republic being more expensive
To get it cheaper and still support the series being localised into English, the best approach is to buy from the US eShop. I preordered it from there and it reduced it to about £23 if I remember correctly. Unfortunately this is another example of a game publisher equating $29.99 USD to £29.99.
I am a big phoenix Wright games fan but £30 is too much. I guess if you've never played them, there maybe some value in such a high price.