£50 is a huge wedge for one shirt but I guess a lot of people who shell out that kind of money will get a lot of wear out of it. By next summer it seems a reasonable deal - especially if you can get a free name/number thrown in which you often can.
I was like f*** that when i first saw the price but then i realised i probably wore my 2011/12 kit about 30 times last year and will continue to wear it.