UK pricing
I believe the saying goes that you can't avoid "death and taxes". Well, technically if you live in the Boston area and fancy a tea party, then you can do some protesting about the latter.
But for consumers in the UK sadly VAT is unavoidable. And we're more used to seeing it swept up in the overall price. I guess people like seeing the total price up front. So, that's what we've done on all the main website pages.
We've left the prices the same on the "Sleepbreeze shop" page as non-UK customers will want to see the price they'll be paying. VAT gets added downstream for purchasers in the UK.