I've not read all the comments about the £10.99 price, but I will say one thing. BLACK FRIDAY!!!!!
You seriously cannot expect Zavvi to keep their prices up so you won't be offended. I bought Revenge of the Fallen at full price and took it on the chin that the price decreased.
I bought an LED TV 42" (2D Only) for £899.99 in 2012. Today, I could get a LED TV 55" 3D for the same price.
Prices are never fair. You cannot please everyone. People complain that prices are too high, yet buy anyway. Then when the price decreases, people complain. Retailers can't win.
At the end of the day, they price things high because they know people will buy. If you want them to price things low to begin with, then you (yes you) will have to arrange for everyone to stop buying on release date in order for the retailers to price things lower.