It's not a straight conversion, parent poster refers to GB/EU pricing of the product. A straight conversion would be
~54£.
I did a double take as well, and had to look it up.
I did a double take as well, and had to look it up.
However, there's a simpler reason: for psychological reasons no retailer is going to voluntarily put higher prices on their shelves than they have to, and since unlike most other countries there is no consumer protection law requiring the the actual checkout price including sales tax to be displayed, they don't.