You'd think that easy online access to pricing information would have evened out pricing. But maybe not. It still pays to look around.
Recently I wanted an ethernet cable. I could get a 20-meter one online for £25. But I decided that I wanted it the same day, and went across the street to PC World, and they had a 15-meter one for £40. That's 60% more!
And look at this pricing: Apple UK: £370, Amazon UK: £240. That's a 54% premium at Apple.
And by the way, something good is happening to phone call prices. I can call the USA now from the UK for just over 1 pound (two dollars) per hour. Excellent. And that's without any special cards or codes.