I am puzzled, Yesterday I purchased a Nikon AF-S 50mm F1.4G from Jessops for 299. I seee on this forum a well known company advertising the same lens for 349.95 reduced from 449.95. A couple of months ago I purchases a 10-24 Tamron from Jessops 20 notes cheaper than Jacobs. If members wish to shout down Jessops and pay more for products that is OK by me. 