I recently discovered that the Ultimate package is the only package I can upgrade to without doing a clean install and losing all my data, since I'm currently using the Vista Ultimate OS.
I phoned a local PC shop and asked for a quote on the price of Windows 7 Ultimate Upgrade, to which they replied with 175. After looking at the Microsoft Store, I saw the same version (or so I think) being sold at $220.

Is there a reason that the shop is charging so much for it?
I'm very confused and rather annoyed at the fact that they're charging that much when the MS store doesn't.