It may be because it's only been price matched in the US because it's was only reported against Barnes & Noble, so they don't have to price match it. That would be annoying, but understandable. Might have to ask people to point out it is free on UK iTunes too.

It's just in time for the second one to come out, which is great. The second one is novella length and will be 99c and then the third one will be a free short story and the fourth one with be novella at 99c etc. I'm hoping it will entice people in.