If you're in Europe you get the FULL version of Windows 7 for less than the Vista upgrade version... so what exactly is the complaint about?
How is being forced to spend 60% more a good deal if you only want the Upgrade version? (The UK £=$ pricing means we're spending 1.6x the amount. Our VAT rate is 15% so charging us 60% more is ridiculous.)
Sure, it's a good deal (for a very limited time) if you actually want the full, non-upgrade, retail version, but who does? If you already have a machine then you've almost certainly already got XP or Vista and an Upgrade is all you need. If you're buying
a new machine then you'll either get Windows 7 thrown in or, if you're building it yourself, qualify for the OEM pricing (which hasn't been announced yet AFAIK).