Flat Panel Monitor Prices

Most computer magazines now usually have a large add for Dell. I have one here selling a Celeron 2.6 with a 15" flat panel monitor for EUR529 ex vat.

My question is how can they offer the flat panel for such a good price part from the usual economies of scale etc.? A quick look at Komplett.ie shows other 15" ranging from EUR361 to EUR389 i.e. http://www.komplett.ie/k/ki.asp?sku=115963&cks=PRL

Why would anyone buy a flat panel from anyone else when you get a PC as well for a little over an extra 100 quid?