Grade inflation doesn't exist? Explain this

Yesterday's Sunday Times reported that:

Universities have been ripping up prospectuses and raising A-level grades to
avoid being overwhelmed by applicants for entry in 2011.

Leeds, Sheffield, Reading and Cardiff are among those telling candidates for
some courses that their prospectuses are now wrong and that students will be
required to get higher grades.

At Sheffield alone, entry grades for 14 courses have been increased to AAA
from AAB. Overall, the university has trebled the number of courses
requiring three As.