Want your own private London Eye capsule? It will cost £480 ($760 USD) but you can bring a total of 25 people at that price. For £592 ($938 USD) you can include champagne, mineral water and orange juice.
At several points during the experience, you'll be asked to pose for pictures. One of these poses is on the capsule itself, with a marked spot for you to stand. Another occurs after a "4D movie experience" that is shown in preparation for boarding. Costs for these pictures are steep, but if you buy more than one a discount is sometimes offered.
There is a gift shop at the base selling guidebooks, postcards and the aforementioned pictures of you enjoying life at the London Eye.