Not sure is the story has changed, but as jno mentions it is Eu 5 and it affected 100 customers.
Not sure of the law in Ireland, but in the UK there is a law in place to protect companies in this instance (Argos did a similar thing a while back with cheap tvs).
I think it is only right to protect the company - think about if an employee got disgruntled, decided to leave in a couple of weeks and then reduced all their products to silly money. If the business had to honour those payments, it would be easy to bankrupt some smaller companies within a couple of weeks!