I noticed with BF4 it was quite expensive in shops too, I think GAME were asking £45 and even Tesco wanted £42. I wonder whether its something to do with titles being offered in this trade up to next gen versions for £10
Their prices were never ever this bad. Their new stuff was always the same as Game (not great but about the average RRP). This is a crazy price hike, particularly when even Game, next door on the high street, are a couple of quid cheaper.
Whoever they get their stock from is doing them over.