When you think about it that way...the pricing makes complete sense. First, because you won't be worrying about paying the already-high airfare for prime Olympics travel dates. Second, you'll be skipping the annoying uber-long immigration lines at Heathrow and any mingling with coach passengers. Third, no worrying about scrounging for Olympic event tickets and good hotel reservations this late in the game. Get enough like-minded people together, and it's (shockingly) a doable deal. Pop da champers, ya'll.
More details here. If you got an extra seat on that PJ though, you know where to find us.