Yes for US market, which could be £799 GBP, Asus set the price, so it is upto them.
I've told them £599 is the target, realistically I think UK price will be higher!
Its not a straight conversion, it never is, shipping charges between hubs, shipping charges to distributors, shipping charges too Etailors/resellers, so it all adds up and then they might decide in the UK it can fetch a higher price than other regions and as such set the price on that.