It's £289 on Amazon for either Black or White model
This is the hilarity of UK RRP's. Retailers adhere to it for a couple of weeks at best. Hurray for competition! The only downside I guess is that you have to be alot more savvy about snagging deals here, big campaign deals from Sony are pretty much useless, so you've gotta subscribe to site like hotukdeals for the real gems.
I'm always perplexed when USGAF posts these 'awesome' deals direct from the manufacturers, i'd never bite on one of those deals in the UK. I guess the price of consoles are pretty stable over there.