Around the M25 doubt that you will find a better deal , yes the price may sound high but it covers everything from the medical to the maps.
Yes you can fly cheaper but it,s all a case of what you consider to be value for money the next time you go into the hangar ask the engineers why they buy snap-on tools at about four times the price of the same item from halfords ,its all about quality and duribility at the end of the the day it makes financhal sense to buy the quality item.
If you look at all the quality local flying clubs you will not find much differance in price this is because london is expencive place to live i,v no doubt that if you go to the welsh hills you can get a good quality of instruction from a number of reputable clubs but how much is it going to cost you to drive to them each weekend ? .Take a look at the real cost per mile of your car and you may find that "cheap is not so cheap".