I'll throw something else into the mix. Spending money to save money isn't going to work (directly) Those devices will cost the end user £30 (for argument sakes) But the true cost is going to be much greater than that. During the production process you are using electricity, vast amounts in fact, to just save a few pounds per year. It's one reason why i hate the selling process of the intelliplugs. If you want to save money, switch-it-off at the mains. Its free
Thats mainly down to the design madness that is pc's. Its now moved into just about every electronics design (even my own companies i'm afraid) Soft starts are used on most consumer devices, they need a power sense circuit to stay "alive" for it to be turned on..