I bought mine in August and prices ranged from (at the time) £26,736 for the two Essex cars to about £35k for a couple of unregistered examples.
I also noticed that in a lot of cases, a number of the optional extras weren't listed in the adverts despite them clearly having them in the photos, so it was quite hard to do a comparison (to the extent that I even did a spreadsheet!).
The one I bought, for £28k from VW MK, primarily focused their advertisement on the PCP deal and as a bit of an afterthought, listed the standard spec items. It didn't even list any of the optional extras. I could see it had the DSG, black Pretorias and the leather seats (which I assumed were heated) and thought I'd go and view it as it was local and one of the cheaper examples. When I turned up I was therefore pleasantly surprised to find that as well as the above options, it had the Cup 2's, DCC, Tech pack, keyless and 90% tints - so the pricing certainly stacked up in comparison to the others on the market. Deal done.
That said, I'm sure I'll still lose shedloads when the time comes to trade in...