^Well, it seems part of the problem is they're paying 40 GBP for a set that LEGO is selling for 34, so they're naturally disappointed with the value. (I assume you're talking about the reviews on brickset) But either way, that's quite a bit of money for a set which has only 259 parts. I'm guessing it will be $50 here in the US, which indeed would seem pricey for what it is.
If you factor in p&p, and you don't live near a LEGO brand store, but you do live near an Argos, the Argos price seems extremely similar to that when ordering from S@H. And I'm really tempted, I'm so happy this set is out. Best PM set ever.