It's all to do with the retailers talking to Fuji and getting a fixed purchase price. The RRP may well be £529.99 but if the shops buy them for say £400 each then it's up to the shops how much mark up they want to put on. It also probably depends on how many the retailer is willing to order.
David, I'm so glad you're a twitter hound! Just found it here: https://twitter.com/#!/TheFujiGuy for those who might like to see it in the tweet mode. Click on that latest tweet...well the one that says
fujiguys The Fuji Guys
#Fujifilm X Series family: X100, X10, X100, XS-1, & Interchangeable Camera System. More info at CES 2012
2 hours ago
You're convinced I'm going to buy one . I'm really really interested in getting an adanced compact for my girlfriend. She loves the pictures that come out of my E-P1 and E-PL2, but she doesn't want to carry around anything that big.