Halion 2 more expensive from Steinberg than other retailers

I was going to activate my Halion Sonic 2 trial via my Steinberg account but they want £184 which is £30-£40 MORE than other UK retailers are offering the boxed versions.

I thought a DOWNLOAD version from the official site would at least be cheaper than other retailers. Will Steinberg match cheaper retailers or will I have to buy the full version elsewhere?