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I asked them last year to delete any personal data they held on me, after hearing about the breach of their customer data. They have decided that to perform a GDPR deletion request I have to write a letter to their head office including ID. I have to give them more personal data to get my data deleted. They were happy for me to prove my identity with an email address when buying from them. It's legal for them to make me jump through these hoops but it's clearly done to make the process as painful as possible.