Not just cheeky, illegal in the EU (tho applying consumer law to digital purchases probably isn't going to work).
p.s. this proves it
http://www.steamgamesales.com/Lbr41/game-of-thrones
History shows it's 'list price' was £29.99 until today - I'd raise it with them (as they're breaking the law) but they'll just hide behind some silly thing like the fact they're not based in the UK or somesuch shit.
Focus are a company who's spent years foisting shit on the gaming community anyway - that they would pull a stunt like this isn't surprising - that Steam haven't called-them-out on it is disappointing tho.
p.p.s fuck it, I raised a ticket with Steam Support asking them why they're allowing a publisher to flout the law - or even just to behave like douchebags (I used slightly more straightforward language in the email of course!)