Yes, now! But up until recently it most certainly wasn't so prominent - In fact it was seldom mentioned either, and in fact the presenters told the viewers you will be getting this product for £1, buy five and you'll pay no more than £5 - leaving it up to the viewer to deduce that it would in fact cost nearly £40. I also don't think that objecting to paying nearly £10 pounds on top of the purchase price of every product is frugal, perhaps you have money to burn BW! And btw, if I think the price is too high, guess what? I don't buy it - clever eh? If I consider the product worth having for the money and the extras, yes I'll probably buy it, and I would probably buy a lot more if the p&p wasn't so steep!