Would you pay £397 for a Sovereign when you can buy for £254 ?

This advert was in Fridays Telegraph, very effective, this is for a Quarter Sovereign. But we have done a few calculations.

Quarter Sovereign as advert weight 1.99g cost £99.00 = £49.75g

Half Sovereign weight 3.6575g based on Quarter Sovereign price of £49.75g = £181.93, you can buy for £139.00

Sovereign weight 7.98g based on Quater Sovereign price of £49.75g = £397.00, you can buy for £254.00