Yes, I've seen this - although I wouldn't say that using the e-store produces 'inflated prices' but rather, it denies you the available discounts which might be available if you don't go via the e-store. The-store already advises in the small print that you won't get the headline rate of avios if you use any booking site discounts, vouchers, or claim free nights etc, so I suppose it works the other way round too.