Sorry mate, just to clear any confusion up. Broadribb don't put 10% on top of rrp they put it on to sale bikes. What they do though is charge either £30 or £50 build fee dependant on the price of the bike being either below or above £1000. They also don't honour any of the web offers for £xx of free accessories which are shown alongside certain bikes on their website www.discountcycles.co.uk when using C2W instead of paying another way (eg cash, credit or card).
Yup - that is what I was quoting - a build fee is ridiculous on an RRP bike, the absolute maximum you should pay is RRP, but I would also be pushing for free accessories as well. I am not sure where you are based or what bike you are looking at, but I would pick up the phone and try other local bike shops and see what they can do.