Oh my golly gosh!

Have I just come across the most expensive site in the CC book? I live in Northumberland and I looked at the Kielder Water site for a few days at Easter. I won't be bothering though at £30 a night! That's extortionate. I've checked out the prices at a range of other sites and they are all around the £23 to £25 a night. What in the world makes Kielder worth so much. I know it's  lovely round there, Ive been many times, but surely they're pricing themselves out of the market.