I don't agree with this theory, Andy - most Sony retailers in the UK have the prices for 1 year SS extension in a similar range. Some are selling cheaper though - I was lucky enough to find one who sold my EX1 Silver Support for GBP 140...

Very Happy
 

I am also very happy with Sony Service in my area. Today I went to Sony Service in Coquitlam for firmware flash and they did it in less then a 2h with all the cosmetics of cleaning up, tightening shoes and so on. My EX3 had firmware 1.02.0078 and the camera was working just fine without any trouble or Back F. ensues. I got convinced (by Sony Rep.) that I need firmware 1.03/.04/.05 and that 1.10 was optional, but doesn't hurts to have it.
So I did it. They provided me with secure WiFi while the EX3 was served.
I just uploaded all of the settings (from SxS card) I had prior the service and I would step out for a few min to shoot around for a quick test.
What I can say, Thank you Sony in Coquitlam B.C.!

I felt that Sony LA was very helpful. I made several calls as to repair schedules and information on what they needed before I sent my camera. Once I sent it in they were very professional and responsive. There were no delays on their part and everything went as well as could be expected. I would say that my experience with Sony was far better than I got with Canon's repair service with my XL2. That took two trips down and they never kept any schedule that they set.