Dell USB sticks made from adamantium?

I’m generally impressed with Dell’s cheap PCs, and their online customisation can get some good deals, especially if you don’t need all the bells and whistles. This took me aback, though:

How much?!

£52.88 for a 256mb stick is insane. You can get perfectly decent 512mb sticks for £13, or 2gb sticks for £40.