I just think it's a big deal because the UK is their #2 (3? I guess if you count Canada?) market. I think they also used to have a pretty strong grip on it. Still reeks of desperation though since there's more than a Titanfall bundle being dropped. One of the big arguments about the Xbone is how the system is weaker and you don't get anything special for the extra price, unless for some reason you really want the Kinect.
I guess they could have reassessed the price due to the VAT but that should mean the price remains at that price point going forward. If I was an Xbone consumer, I'd be kind of annoyed about these price drops and special offers in other markets.
If Sony pulled this crap I'd be pretty annoyed.