Publisher Activision has seemingly challenged the established norms of UK video game RRPs by apparently placing an official price of 44.99 on today's new release Starcraft II.
Though 45-50 tends to be the RRP of console titles, the very top rate for PC product tends to be between 35-40.
However, a number of retailers including GAME, Amazon and Play.com have listed the title as carrying an RRP of 44.99. That's also the price being asked of those hoping to download the game direct from Blizzard from its portal Battle.net.
Activision has previous form in this department. Last year it made the headlines by confirming a wallet-busting 55 price point for the massively successful console and PC shooter Call of Duty: Modern Warfare 2. It looks set to do the same for this November's Call of Duty: Black Ops.
It's worth noting, though, that it seems impossible to find anyone selling the game for full-price. Most online retailers are offering the game for 34.99, a price matched by even High Street retailers such as HMV and PC World. GAME and Gamestation are selling it for 39.99.
MCV has contacted Activision for clarification.
UPDATE: A spokesperson for Activision has confirmed to MCV that "the official SRP of the standard edition is 44.99".