Great experience to look around central London esp...

Great experience to look around central London especially from the top of the London Eye but I don't think it is reasonably priced. In addition, not sure whether it is the same on site, but if you buy a ticket online it is non refundable and non transferable, which is very silly and too commercialized. There are some photo zones that cost also as much as entrance fee. I would say it is worth it just once.