It's my own fault for not checking the prices sooner, but I guess with being horrendously busy all the time, these things slide, and suppliers benefit when you don't check prices. Their 5L Diamond Matt is £39 plus vat compared to the Endurance range Dulux sell thru B&Q. They would say the trade is thicker, but you can't water it down anyway, so whats the difference?!
It's like they want their own Trade Centres to go out of business, weirdos.