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In all fairness, I can think of a few reasons for the generally higher prices of electronics in Europe, in addition to VAT. The market is a bit more splintered, with possibly higher distribution costs, marketing costs, compliance costs, additional duties, etc..
Often, the US market is more transparent (freer.., get it :-), so the costs of sale may be lower, and the competition pressures greater.
Notably, in the US Sony has to compete with Amazon. I am also curious, how many units does Sony expect to sell in Europe, and how many in the US? Which may also play a role in pricing.
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