Few cities in the world cause so much attention as London. Arguably the financial centre of Europe and the beating heart of global business, London is a living proof that some of the most important real estate economics postulates do not apply With average prices for a one bedroom flat oscillating around half a million pounds and an average gross income salary of merely £30k, this powerful city seems to be more of a myth for those who aspire success rather than a pleasant city to live in. This paper aims by using behavioural variables along with elements of multimodal critical discourse analysis into a hedonic pricing model, to extend our understanding of the 'irrational’ housing prices in London and why Londoners seem to accept de-facto this inconvenient reality they are living in.