haha, I guess Gibson thinks £1899 for an LP Standard is 'dirt cheap'. There's no chance in hell they'll sell an LP Standard for near £2400.
Apparently thay've found that people equate price with quality very strongly with guitars, and the premium guitar market is going very well at the moment. The thinking is that people are buying PRS (and others) because they are convinced they are getting a better guitar because it costs more, and not because of any actual advantage in build quality. The 2008 Gibsons seem to be really well made and probably comparible to higher priced PRS's (I can't comment on this myself, I've only been able to make one comparrison and the Gibson was better, but that's only on a sample of one).
Like I said, it could be BS, it could not be BS and still not happen, but I think there is an element of truth in that, and how big an excuse does any company need to expand it's profit margins?