Well... It could be true that TD doesn't usually have a say in the prices. Rocks & Co presumably have a merchandising department (or equivalent) whose job it is to set the prices, and if TD is in a different part of the business, and isn't the boss of the department that sets the prices, (albeit that he is a top bod) then it wouldn't normally be his job. (I used to work for a large retail company - nothing to do with shopping TV - so I can see how this could be the case.)
If anyone is worried about potential porkies, then you could complain to the ASA. The complaint can then be judged objectively, and Rocks & Co will be obliged to respond.