Cos that's all you get when you go to clarks...just bought DS's shoes in Brantano, the woman seemed to measure his feet perfectly competantly and I had two styles of clarks shoes to choose from, at £14 each. If they aren't half sizes either you can go for even cheaper styles.
Clarks have really done a good job of promotong their brand as the 'only' place to buy your kids' shoes haven't they!
Thoroughly recommend brantano, by the way.