I think I've got it sussed. Most people when they phone in and buy a product, they are buying one item alone and it will cost them £7.99 in p&p, if they buy another item a bit later, they'll also pay £7.99 to have it delivered as it's a separate order. If you buy online, and purchase a number of items, they will charge you £7.99 per order, and if you spend £50 or more then p&p's free. Now why would they want to put the words "per item"? It only serves to underline how overpriced the P&P is, so if the customer is buying the one item on screen, the words "per item" are superfluous, and in their best interest to scrap. When it comes to multibuy items, then I don't know, either they'd have to put the "per item" back, or charge the viewer £7.99 per order (the same as they do for online purchases), perhaps we could email them and find out.