I've seen Mountain Dew here more expensive than that (3-4x I think), which is why I haven't had a drink of it for years. It would only be an occaisional treat, and at a price that's more reasonable. Once you get here, and have been here a while, you stop thinking about what the cost is figuring the exchange rate, at least I have. I wouldn't pay £7 for a box of cereal. 62p for a can of drink is reasonable when you'll pay a pound at a vending machine for a drink in places.