Still £2.99 in decathlon (maybe not with 60mm valve), pretty sure I paid no more then £1.99 in 2001 so £3 - £3.50 would seem more inline with inflation then £7?
A branded tube was already £5 to £6 in a London shop 10 years ago.
You can't really compare with Decathlon's own brand, they must sell tens of millions + a year (globally) , it's not exactly a comparable business' model.
In 2001?