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It is in your Europe, not in all Europe.
Lets get a common ground coin, the euro, lets see the price of the Cybook without any other costs and without VAT - not realistic as we agreed before, what counts is the total cost, but as you have begun by comparing without VAT costs between US and UK, I will stick to that.
US:
289 $US (Books on Board, as state in the first post above), US prices no VAT.
Yesterdays rate 1 euro - 1,2525 $US
Price in euros: 230,74 euros
UK
180 pounds (W. H. Smith)
VAT in the UK 17,5%
Price without VAT: 153,19 pounds
Yesterdays rate 1 euro - 0,8442 pounds
Price in euros without VAT: 181,46 euros
Europe in the euro
280 euros (Bookeen online shop)
VAT in France 19,6%
Price in euros without VAT: 234,11 euros
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