That's all true, but there are some important differences.
Re: VAT .... it's a mandatory item and the customer has no choice whether he opts for it or not. Also, as you select individual items to buy or not buy, both inclusive and exclusive prices are shown meaning that the customer sees the overall price at the point of deciding to add that item. But you don't see that with Scansure. You don't see the cost at all until you complete the basket and go to checkout.
As for delivery, well, for most forum members that'll be zero. But even for non-members who actually pay delivery, it is an intrinsic part of any distance purchase. After all, if you order by a distance method, the goods will need to be delivered unless you make some alternative arrangements. The cost of delivery is therefore a fundamental part of the same contract. That's precisely why the official view of the OFT and BERR isthat delivery is covered by the DSR's and not a separate contract. That is not the case with Scansure, since it's an option.
I can't see any way in which it can be said the price of Scansure is hidden, though. I mentioned a similar insurance that was added to my car insurance (and to MANY car insurance policies, for that matter), where I wasn't told about it, and didn't know I was getting it until the policy schedule arrived with a covering letter. THAT was hidden. Scansure is not.
However, the "price you see is not the price you pay" point does have an amount of validity. It all depends on which point in the transaction you're talking about.
Funkstar is talking about the item by item selection. When you choose to add an item to the basket, the cost will be the cost of that item plus, if applicable, a charge relating to Scansure. It might be calculated on the basket value, but there's a pro-rata element for each item. Therefore, the price you see is not the price you pay.
If you're looking at the overall order, then the Scansure charge is added so the price you see is the price you pay.
In other words, you're both right .... it just depends what point in the process you're talking about.