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iTunes UK Pricing of Modern Family Season 8

During a sale last year I bought seasons 1 - 7 of Modern Family on iTunes (UK) for £34.99. Season 8 has been available on iTunes (US) for a little while at a price of $34.99 and I was expecting the UK price to be around £34.99 as well.

How wrong was I?

£54.78. It’s robbery.

Update (2017-06-26): The price of the HD version has dropped to £17.99. That’s a 67% reduction. I hope people who bought at the £54.78 price are recompensed.