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UK Supercharger Pricing - What’s the Logic?

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So the holiday update highlighted to me that the nearest Supercharger (Bluewater shopping centre in Kent) had tripled its number to 15, but also increased its per kWh cost to 32p (previously 27p). A browse around the UK chargers suggest it’s the highest cost per kWh in the UK, even edging out Heathrow and varies by up to 10p compared to other locations (almost 40% difference).
The odd thing is that there’s v3 Superchargers that are up to 9p per kWh cheaper, while the Bluewater chargers still max out at 130kWh so can’t understand why they’re so expensive (and now more so than other local rapid chargers by PodPoint etc.).
Anyone ever managed to figure out the logic behind Supercharger pricing in the UK? Tesla’s own page continues to suggest 26p per kWh is still the standard rate (Supercharging)