Originally posted by Docrwm I really do not know what this point is SO hard for non-US Pentaxians to comprehend. Prices in other countries include huge taxes that are for your social services. Our prices DO NOT include such taxes - we pay those too but not at the cash register when we buy products. So, when our stuff is the same price as yours is with VAT included we are getting screwed PERIOD.
Because it's not the case.
FA 77mm (now $1050) - sterling equivalent is £679. Price in shop here (SRS Microsystems) of FA 77mm is £829 inc. VAT at 20%, which means £690 ex VAT.
FA 43mm (now $750) - sterling equivalent is £483. Price in shop here (SRS Microsystems) of FA 43mm is £599 inc. VAT at 20%, which means £499 ex VAT.
DA 12-24mm (now $900) - sterling equivalent is £579. Price in shop here (SRS Microsystems) of DA 12-24mm is £739 inc. VAT at 20%, which means £615 ex VAT.
Some other lenses at SRS are indeed cheaper but they say they are all on Special Offer or Sale - so their price is likely to go back up. If they don't go back up then, yes, some lenses like the FA 50mm f1.4, the DA 55-300mm or the DA 17-70mm would be attractively priced here compared to their USA counterparts.
Of course one can argue about how useful these cross-currency conversions are. Probably not very. But as others have said, this looks like a move towards parity worldwide, sales tax or no sales tax. Without VAT added, prices here in the UK are roughly the same as they are now in the USA. Therefore, the "social security" tax argument advanced by some is invalid.
I'm not trying to justify this. I'd be pretty depressed if I were in the USA. But "screwed" isn't really accurate. The problems are really the credibility of the brand in the light of its pricing/sales policy and the value for money it offers compared to other, competing brands - which will vary territory by territory. In my case I would be a little surprised if I were still shooting Pentax in a year's time. Where I live, Fuji cameras now offer similar or rather better value for money, but they are more modern all round and they suit my shooting style as much as or more than Pentax. So while I may be paying Fuji (or Nikon) comparable sums, for those sums I am getting fairly new designs and modern electronics which Pentax are not matching. Fuji at least are also - key point - a brand good at staying in touch with their customers.