I’ll wager that Merlin/CRC are only doing them at that price as they have residual stock at the old price. Just wait a month, I bet their prices go sky high. Smaller shops won’t hold stock of 100 XTR chainsets, so have to up the prices much more quickly.
No one’s screwing anyone over, if you don’t want to pay it, get over it and buy something else, but not Race Face Next Carbons, as they’re now £495, and Truvativ Noirs are not much less!
And… M975 refers to disc brake components, where M970 is v-brake. So BR-M970 is the v-brake, and BR-M975 is the disc brake, same with the hubs. There’s certainly no M975 chainset at the moment.