Errrrrr? I hate giving people duff info so I've just clicked on the link on my original post again and it quite clearly says "with 5 Year TV Guarantee only £90" hence the price including guarantee and after cashback = £989.95
PRC are offering a "Free 5 year warranty on in store price" with the web price at £899.00 after cashback but a 5 year extended warranty priced at £299
Yes product page displays that, but T&Cs for warranty are 10% of purchase price, (see 'more info on TV warranty' link below the picture) which is what my local store (London Bridge) is working to. So total price should be £1,004.99. As you have to buy instore you'll have to argue it with the manager if it's an issue. Otherwise I suppose it's a Trading Standards matter.
PRC instore price is more than web price, but manager (Paul) is willing to haggle.