I actually bought a book last night from a small U.S. independent publisher and was presently suprised to not be charged UK Tax. Not sure how long before they add it on at checkout (which is the way most of my sellers are doing) but until they do I'm happy
Another small US independent publisher that is adding the vat on at checkout has now started to offer 25% off codes in their monthly newsletter, plus they sent an email out yesterday with a second 25% off code for January. I wonder if they are seeing sales dropping.