Sorry, it's not a rip off at all.
If the seller said that this specific model cost £300 everywhere else and that he was doing them half price, that'd be a rip off. If he said that they were 2000 lumen, that'd be a rip off.
WELCOME TO THIS BUY IT NOW FOR THIS BRIGHT LED MOUNTAIN/ROAD LIGHT. THIS TYPE OF LIGHT WOULD COST OVER £250 .
"Type" not, this specific light. A reasonable claim.
HAVE DONE A LOT OF RESEARCH INTO VARIOUS LIGHTS AVAILABLE IN THE U.K ,AND FOR THIS PRICE IT IS VERY GOOD VALUE .
Perfectly true IMO
TO FIND A LIGHT THIS BRIGHT THEY WOULD HAVE TO SPEND MORE THAN DOUBLE
OK, not technically true since you could buy the DX yourself but then since he's selling from the UK, you're not strictly comparing like with like. I wouldn't accuse an offie here of ripping me off for beer because I can buy the same beer cheaper from abroad.
I'd love to know of the people saying it's a rip off, what sort of margins your company works to when selling things, especially those imported. I know that ours are a lot more than 100% as in this example.