When I last looked at the play pricing they appeared to have a blanket £35 price (which Play brings down to £30) - if you look at the US pricing there appears to be two common brackets: $40 and $50, with the $50 price going for the newer AAA titles. Smaller titles, like Puzzle Bobble for instance, it'll probably be better still to order from DVD Box Office (or pick them up on some pres tour or another!) but is the single price stays in the UK then the AAA titles seem to be a lot more competetive.