It's almost the cost of a Soul, despite being made of cheaper tubes, and heavier than a Blue Pig despite being much less strong. People try to excuse the weight by blaming the CEN testing but the 456 can carry a longer fork and weighs less while costing less than a third as much. And they ride really very similiarly to a P7. The Soul rides much better IMO but that's personal taste of course. The Alptitude is cheaper, stronger and lighter. And of course a P7 is exactly as british as all of those so you can't even wave the union jack.
The complete builds seem like decent value but it strikes me that you'd have to be completely nuts to buy one as a frame only option… The old ones are mint though
I think the bottom line is they know perfectly well they can put out an average, overweight, lazily designed bike and charge too much for it, and people will still buy it- so why try harder? P7 buyers get the frame they deserve.