Earl Spencer’s memoir, Swan Song: Diana, My Sister, has officially hit bookstores across the United Kingdom. The book, which details his personal memories of his late sister, Princess Diana, was released on Tuesday. Despite its high-profile subject, the initial reception in central London was subdued. At Waterstones Piccadilly, one of Europe’s largest bookstores, the £28 hardback was being sold at half price, with red "half price" stickers prominently displayed on dozens of copies. The book was placed on display in several major London bookstores, including those in Trafalgar Square, Covent Garden, and the flagship Foyles store in Charing Cross. A quote from Charles Spencer, Earl Spencer’s brother, was featured alongside the books: “When asked, 'What was it like, growing up with Diana?', my first thought is always, But I don't know what it was like not to grow up with her.” A small number of customers visited stores early on Tuesday, including Mary Scheible, a 69-year-old retired pharmacist from Atlanta, who said she intended to read the book in full to grasp its full context. The book, which is priced at £28, is currently being sold at half price in both physical stores and online. This marks the first time Earl Spencer, 62, has written an extended account of his sister nearly three decades after her death in 1997. The memoir includes allegations about King Charles’s behavior before and after Diana’s death. Among these claims is a statement that Charles allegedly told Earl Spencer shortly after Diana’s death: “Rest assured, we'll forget her soon enough.” Buckingham Palace responded to these claims, stating that “fraternal grief can cloud reason, affect judgment and colour memory in ways others do not recognise, even many years after such a loss.” Royal expert Duncan Larcombe described the memoir as a “cataclysmic” start to the 30th anniversary of Princess Diana’s death, suggesting that the book could reignite public interest and debate surrounding the late princess’s legacy and the events surrounding her passing.