Re: Five Hundred and Forty Nine???
Actually that's nearer 900 Yankee Dollars at current exchange rates - $886.50 to be precise.
Don't worry though, remember that UK prices always include VAT (sales tax) at 20%. The US list price works out at just $738.75. Bargain ;)
And yes, people pay these prices. As others have said, look no further than the iPhone....