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There was a thread about this on STW a while back.
Alpkit came up with a statement acknowledging how great Jones was and how they had worked together on stuff blah blah but didn't outright say they wouldn't compete (from memory which isn't great).
There was quite a bit of sentiment expressed in support of Jones. Quite how supportive that would be if offered the same product at a quarter of the price remains to be seen.
Just picked some free bars up with a £35 shipping fee. Asked how many they had left...around 100.