Import duty and shipping and insurance then add the VAT onto that. It can all get pretty Expensive once all these extras are taken into consideration. I was lucky to get one from eBay. Laptops don't attract import duty in UK so there's a small saving there. Yellowman1 has offered to order and ship to other forum members so I'm sure he might be able to help you out in order to save a bit of cash. Any business would need to cover it's costs so that's what leads to the markup. We always get screwed in Europe. Even Apple started charging 99p for a 99cent download on iTunes and that's a purely electronic transaction! Basically companies will charge what the Market will stand until competition forces prices down. To be honest I was holding out for the NotionInk Adam until it got delayed and delayed. I'm wondering what an eDGe with two PixelQi screens would be like!