The few Penhaligons shaving creams that came in a pot have all been just a smidge under £40 retail. If I'm not mistaken though this is old stock, I think "Lords" was what Douro Eau De Portugal used to be so this pot is probably a couple of years old... for that reason the seller is being a bit cheeky. Maybe he thinks the fact that this stuff is no longer on sale is a selling point? I think Penhaligons stopped making a Douro cream recently.
Edit: Writing at the same time as Vinny, same points made.