To be fair on Jessops price £11.91 is going straight to Gordon Brown.
One assumes that Picstop is making a living on their markup.
Yet on the otherhand I heard via my son who is friendly with the local independent camera shop deputy manager that they were selling a Nikon DSLR at £10 loss. They could not get a better deal out of Nikon.
I recall a long departed friend of mine who ran a small electrical goods shop in the high street. ( Selling Radio, TV, Kettles & Irons etc ) This was some 35 yrs ago, before VAT and Argos had just arrived on to the scene. His markup was 30%. Dispite Argos being 50 yards away he kept going for a number of years with the trade he had built up until his death.