PC World have never understood the futility of asking full retail for aging tech. I suspect there's some backroom accountant (wearing one of those green eye shades, no doubt) who's convinced that some idiot off the street will walk in and decide to pay full retail for last year's models.
Maybe that happens on occasion in the backwater, but I cannot imagine there are many high street customers ready to pay a premium for discontinued stock.
Rather like Jessops, PC World seems a logic-free zone at times. One wonders how much longer they will survive!
