The owner of OCUK has blamed it all on nvidia but he today was caught ramping up prices of 980ti cards which he said are not affected by the exchange rate.
So I tried to order a gigabyte 1070 from newegg's website since they sell to UK customers, at todays, exchange rate even with a weaker pound the card was only £315 compared to £470 in the uk. However I was unable to complete the order due to the product not available for UK shipping, which is odd as all amd cards and nvidia 900 series cards can be ordered.
I contacted them and they said nvidia have specifically requested to not ship these cards to UK customers as they operating a special market for the UK region. So there you have it.
Got a buddy who has ordered this for me in the states and is shipping to me for free, so I have worked round it, but what a farce for the UK market at the moment.