Google is currently sold out of the new Google Nexus 4 smartphone, the device is now available through UK retailer the Carphone Warehouse, although Google sells the handset direct for £279, the Carphone Warehouse are now selling the handset for £389.95.
This is the SIM free pricing and it is also available on a number of different contracts through the retailer, personally I would wait until Google gets them back in stock and pay the much cheaper price.
Google are though to sell the Nexus 4 at close to cost price through their Google Play Store, which means that reatilers have to sell the device for a higher price.
Source Phones Review