Maybe you'd prefer it to be called 'good value'? But still, I think people can call it cheap. You're looking at absolute price, what if I compare on £ per hours of gameplay. It could be considered cheap then, compared with what you get with a lot of other stuff. There's more than one way to skin a piranha. Another example - 26" LCD TV for £10...cheap, 42" Plasma TV for £100...cheap. Just because the one is more expensive than the other doesn't mean it can't still be cheap. A silly example but I think it works all the same.