Flat hunting London

[Snufkin]

Hey,

Anyone got any advice about renting in London? I'm planning on moving from zone 6 (with folks) to a much more central area, but aren't 100% on what I should consider to be a reasonable amount of rent to pay for a nice(ish) area...

I read on one site that 30% of monthly income is a reasonable amount, but that really wouldn't be enough for me to live anywhere half decent, i'm looking at at least 45% of income, if not 50% - how does this seem? :/ (I know it seems a rip off, it is, but how does it seem given the reality of London rent prices?)

-Snuf