I really don’t know why Purdey would decide to go this way with their new rifle.
I agree that the rifle looks rather pedestrian other than the wood and really, that’s just a $1K upgrade to any custom build.
It was only a matter of time before the gents at Purdey explored what they could do with their CNC machines.

BTW, I just bought a Purdey rifle, albeit one that is some 138 years old...