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Why is the cost so low?

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rov1100 | 20:49 Wed 21st Mar 2012 | Shopping
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Flicking through the Sky shopping channels came across this shopping channel but mystified how they can sell the product at such a low price including free postage. Is there a catch?

http://www.atlaseditions.co.uk/

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They possibly get the item at a cheap price from a supplier and can afford to sell it so cheap adn even with P&P they would still make a profit, just a theory though.
My suspicions are that some of it could be tat
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