If you shop around there are some other retailers for £37. That being said I honestly I expected the price to be high and I'm guessing the stock won't last long, so either bite the bullet or accept that you might miss out.
Just got mine today. £39 from Kikatech. It is kind of expensive for what it is but I like shiny things. It looks good and I like the LED although a pain you need the extra molex power cable to run it on my 980 cards. Also the instructions could be a tad clearer. Maybe I am an idiot but I did manage to wire it up wrong when I put the M way board into it as I wasn't sure which wire went to ROG or the EXT socket. Turns out its EXT from power cable wire ROG to front of bridge connector. Perhaps the website could include a description of which cable goes where or a small picture. Still overall I like it.
