A couple of reasons below!
$/£ at launch was 1.26, when I changed the price $/£ was 1.20. I was going off on holiday for a week (camping in a tent in wales with wife and kids and zero internet access), I could see it dropping further and questioned if I should increase the price further! Even so, I only increased price by 4.4% compared to £/$ change of 5%.
I also had to take a promise to take a large quantity of stock to secure the exclusive, on nothing but a gut feeling. A bit of second guessing over whether I'd made the right decision or not, (at the time there was no reviews and I hadn't had a sample) led me to launch at a lower price than I probably should've done.
It's still a great monitor at £449.99 or £469.99!
Can't wait for the next tranche of stock to land and for you all to get playing on them!