iMac at PC World UK - £700 - was this the expected price of the update?

[machappymeal]

Check out the PC World price of the new imac, it lists at £700. Was this the expected price of the new imac and has no one told PC World the actual price?

http://www.pcworld.co.uk/martprd/store/pcw_page.jsp?BV_SessionID=@@@@0176418820.1236154921@@@@&BV_