Have a look at the link below a whole collection of 2000AD has just sold for ?1,020.00 and only number 1 had the free gift.
Link: http://cgi.ebay.co.uk/ws/eBayISAPI.dll?ViewItem&item=719584186&rd=1
It's not that crazy. Prog 3 has a free gift too I think and that's less than ?1 per prog, before you even include the annuals and specials.
I think it's a real price, whereas often you would only be able to shift that many progs at a 'dealer price', i.e. closer to ?500.
Wake
78p a prog - that's not too bad really.