VAt is 20% so it's £205 with the same 10% extra the 1080 has, less than that without it. However the 10% isn't OCUK's margin.
When say Curries or something sell a TV with a £499 RRP, they don't buy it for £499 then try and sell it for 10% to make a 10% profit. The £499 price factors in a cut for distributors, shipping and retailer mark up. Adding extra on top of the RRP means EXTRA profit, not the only profit.
Oh I know this - why I did both -