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Strictly:
£245 (reader) + £10 (shipping) + ~£30 (case) = ~£285 for the Cybook
~£150 (reader) + ~£20 (shipping) + ~£50 (duty+VAT) = ~£220 for the Sony
(You have a chance to avoid paying duty+VAT if shipped by USPS, but I've no idea how big a chance!)
What you would be missing with the Sony, however, is any real form of warranty support in the UK, (as they reportedly will only return repairs to US addresses,) which might well be worth the extra cost.
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