I'm looking at a lot of products on a US site that ships to the UK. It is basically the same price to order from the US, pay US>UK shipping for one order and then pay the customs prices, for a lot of stuff. I'm not saying stuff is made in the US I'm saying that is how much cheaper it usually is in the US.
big UK retailers like OCUK buy their stuff direct from the AIB's in dollar pricing anyway, so the prices you see on UK retailers are set by UK retailers, they can just get away with pricing things a bit higher
you only have to look at OCUK's owner's website, caseking.de to see EU pricing is lower than UK, e.g. the gigabyte G1 980ti is in stock over there and works out about £580 including shipping to UK, but then Gigabyte will also make you send it back to Germany before they will look at a warranty claim, which is what held me off ordering one
the current UK pricing on the 980ti has got nothing to do with Nvidia's MSRP