Careful - however low the price, you can still lose a lot more money on the shares than you save with the benefit.
Not that long ago they were a 'buy' at £40 and there were people on these very forums happy to buy at that price - that's a loss of around £3000 for anyone selling now.
Obviously the downside at £11 a share is much more limited, but it's still a potential loss of £1100 if things go badly wrong. Nobody expected the collapse of Lehman Brothers, Woolworth or Wilko, but sometimes things happen where they're least expected.
Invest only what you can afford to lose, as with all share purchases - particularly as it looks very much as if the benefit has gone. I'm inclined to think it might return, but perhaps with a minimum shareholding of 500 or so shares to reflect the much lower share price.