All these people talking about taxes and import tariffs, you raise a good point.
However, the way these things are worked out is ridiculously convoluted, and the average player (including myself) is unlikely to have a working knowledge of this aspect of the UK tax system. Bungie needs to explain how the cost is derived, to prove that we are not being ripped off.
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Some smart ass guy said with tax, vat and all that shit it would be around £32?
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Even with the whole deal of taxing and importing, the content can be purchased digitally, but at the same price, and secondly, even with those things factored in, the math does not come out straight. I've seen a few posts from users who did all the math, and after a bit of research, they are correct, and the pricing, economically and mathematically, doesn't make sense.