i nearly moaned and then realised its quite good value for money when you compare it to some other events;
footy match £25 to £45 + food and drinks (less than 2 hours – normally rubbish for the amount they get paid)
london eye £13 (approx 1/2 hour)
sprint triathlon £35 (just over an hour) – london tri = £73 yikes
alton towers £36 + parking
half marathon – about £20
ok its dearer than an audax, but requires much more organising/ planning