I am confused, I think. As 7dayshop is based in the Channel Islands and sends direct so doesn't use a U.K. intermediary I thought it was still VAT exempt so ought to be able to have a "price edge". If it has this edge but seeks to use it to add extra profit instead by exceeding mainland sellers prices then it won't sell many Ilford films. If it isn't VAT exempt then unless it still matches U.K retailers it won't sell many Ilford films. It appears from posts above not to match U.K. retailers
So why is it bothering? It must have checked its competitors Ilford prices before pitching in with its own, surely?
They used to say: "There's nowt so queer as folk" This must apply to pricing policy as well