@venekor: Agreed, it feels like the just change the dollar sign for a pound and think that's enough. There are pretty good reasons why physical retail devalues faster that digital doesn't suffer from but it would be nice to see some effort.
The deals you are talking about are pretty standard across the board, the weekly ones Sony, Microsoft and Steam do are really meant to vaguely keep pace with devaluation but there just something to get people to come back to the storefront.
It's not like brick and mortar aren't taking the piss either, GAME online store has games at launch for £40-45 but in a GAME store it's £50-55
My advice to anyone on this is wait, digital prices can fall far lower than physical. You will eventually get a hell of a lot of game for your money. Price is always relative to competition, a sale on one platform means a sale on another.
Also, you seem to be British and our Import Tax and VAT are huge compared to other countries and international businesses don't really understand what there worldwide standard does to prices here. Also no one has ever cared about the PAL territories EVER, just be happy it doesn't take 6 months to localise games to 20 different languages just for us to end up with the American language versions. At least we get near enough day and date now, just not in our own language (still working on my "Help us to Help 'U's" campaign).