Hello, these are packaged and presented as gifts/keepsakes. They're packaged for display in retail outlets and will be sold primarily as Olympic mementos. The pricing is designed to place the coin at a competitive level as a gift option when pitched against other (much less lovely!) products like mugs, t-shirts, etc...
"We do offer a lot of face value, aka '£5 for £5' options, like our Olympic countdown series:"
I'm going to be pedantic! "Like"? As in, these are the ONLY ones that are £5 for £5, the other £5 coins are available at £9.99 at the cheapest and it has been like this since Henry VIII (not 1500 whenever, but 2009 I think).
Do you know which of the recent £5 coins were struck in standard uncirculated, rather than BU (the £5 for £5 sold through the mint were BU). I have a 2009 Henry VIII and 2010 Restoration in Unc (not BU) but they were very tricky to find.