Yaesu rebate (UK/ Europe)

I see MLS is offering rebates on Yaesu gear for the next few weeks. The rebate on the FT817 is £36, making the effective retail price around £413. As  far as I can see this is just a marketing ploy. A few years ago you could buy the FT817 for £349.

With the very good exchange rate currently I am surprised they don't just slash the price and clear the shelves ready for the replacement. All development costs for the FT817 were recovered years ago, so the true retail price should be below £400. Yet again we are being taken for a ride I think.

The prices are as they are because we, Joe Public, is prepared to buy at these prices. My heart bleeds for all the poor dealers.