In the EU each country has it's own VAT rate, but it always the rate in the country of the seller. And advertised prices in the EU are mandated to be checkout prices including all taxes. The UK pricing is a bit odd due to brexit. In Germany it's more the 20% VAT that hurts ... Fender and Gibson guitars are almost identical priced around the globe. Export price $1944 vs $1999 for a Ultra Strat is a marginal difference. But the exchange rate is 1€ = $1.20 ... So the price in € including german VAT is €1999 As i said usually products are quite the same (net) price around the globe. How either Marshall, their US distributor or a cartell of GC/Sweetwater ripps of their US customers is a shame.