I had a quick look into this Pete, and I think you might be right that it's a bit of hype ... I saw it on other download sites with the same figures (original price of £59.95 for the Standard version) but with a $ in front of it instead of a £, which might make it "half price" (£30 "down" from $60?!) to anyone willing to believe it
Oh well, I'm very pleased with the product anyway, so I'm not too fussed about their rather naughty claim of "half price".