Based on the way the exchange rate is going, £699.99 and £599.95 might actually be a decent RRP, rather than the usual swap-the-dollar-for-a-pound-sign scam that often occurs in rip-off Britain.
Probably the one good thing that Brexit is responsible for: it dropped the pound so much it's almost at parity with the dollar so the usual currency sign swap scam doesn't cost so much..