For reference I'm in UK too, it's £529. For reference, $350 is like £240ish -- that a significant jump. I was willing to go to about £400 given their expected cost and allowing for a slight increase, but the way I see it is they're just price gouging us. It's neither at cost nor anywhere near $350 lol. It's more ethics than price - If I was told £500 and not told the lie about "at cost" I'd probably have just bought one :p
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