No, not a wind up, but probably to be taken with a (small) pinch of salt. I actually do pay about 10 pound per hour, but you wont find many deals like that. There are also nominal fixed costs involved.
As an example I have flown a Jodel at White Waltham for many years with the following costs:
1200 Initial purchase of share (Saleable)
100 Approx annual insurance cost
25 Monthly fees to cover hangarage
6 Hourly fuel costs approx
3 Hourly charge into kitty
The more you fly, the cheeper the hourly cost!
There are also Luton Minors available at White Waltham with similar operating costs, but smaller initial outlay.
Airfields all over the country have PFA single seat aircraft available for keen group members. These aircraft are basic, but logable towards flying qualifications and jobs. They are also GREAT FUN to fly!!
I can give more info if its needed, but I always think its best to go to your local airfield and ask arround...