I don't believe you have been stupid but OFT are well-known for it.
My research concluded that OBA were definitely (and actually !) cheapest. Also, they are up-front in using £=$1.50 and 'no fuel surcharges'
In any case, their current website
Ormond Beach Aviation - JAA PPL USA UK Flight Training USA, Daytona Beach, Ormond Beach, Orlando, naples, FL,Florida specializing in JAA JAR PPL,airplane training,IMC,Night,Multi,FAA,Radio licence, JAA ATPL,professional pilot program gives a price guarantee (if you can find anything comparable cheaper, they'll give you money-off).
The pound weakness has been a problem for USA/SA/EUROzone FTO's but don't believe the stories that you can now do a JAA PPL cheaper in UK.