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Many people when selling on eBay say US only because there is a market for the goods here and they don't want to deal with the hassle and scams of trying to ship to foreign addresses. Here anyway it is harder to ship out of the country, has variable fees making it harder to quote shipping rates and you have to worry about customs. If you can sell the goods internally for the same price with less hassle, why not say US only?
As for the cost, if you buy the reader here for $350 + tax (say 6% = $21) + international shipping and packing (say $15) + paypal fees (about $16) + ebay fees (about $16), that is around $420 to just break even, so the $450 price is pretty reasonable. $500, not so much.
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