Activision is doing that because call of dutty modern warfare and world at war are still selling good and MW 2 is highly antecipated . It´s just business.
You are very lucky for living in UK. The software is more expensive in rest of Europe. I´m portuguese and in my country a recent game is about 65-70 euros=56- 60£. A platinum game is 30 euros=26 £.
Anyway i´m also very lucky because i´ve got a friend working in England and he brings me games ( 3 times a year) at least half of the portuguese price
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