It's actually the equivalent of $63 they want us in the UK to pay.
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No, it's not - you're forgetting to take off the 20% VAT - US prices are always quoted without sales tax as it varies from state to state. UK prices must always have the VAT included so to compare like with like you need to take off the VAT from the UK price and then do the Pound to Dollar conversion. So, £40 less the VAT @ 20% leaves you with £33.33. £33.33 at the current exchange rate of 1:1.57 is $52 (rounded).