Originally Posted by vintagepilot

Yes, I'm not sure there was ever a 'promise' of 9 per pound as it says 'Up to 9 Avios / £'. And there are plenty of other caveats under 'What will stop me collecting Avios':

Collect 3 Avios / £1 on Sale items.
Using voucher or offer codes when you make a transaction could result in you not collecting Avios or collecting less Avios than the advertised rate.
Rewards are not calculated on postage / handling / delivery costs or associated purchase taxes in your region (This may include but not be limited to VAT, GST etc).

We do as much as we can through the estore, even cancelling and re-booking hotels when there is an avios promotion! It is always intriguing to compare what we thought we might get against what is actually stated in the email - however we have always eventually had that stated amount credited.