Problem is, that we're part of a single market. A part of the EU. The only thing that should dictate a difference in price between the UK and the main land, especially when the item is being shipped from the UK, is the exchange rate.
People may be going online to get a better price, but when you want to buy an item from one EU country when you live in another, you should not be blocked from doing so or be redirected to another site run by the same company just so they can squeeze some more money out of you based just solely on the fact they can get away with it at present. The initiative I linked in my previous post aims to tackle (amongst other things) this whole behaviour of companies that are going against the spirit of the Single Market by putting up artificial walls when selling goods online.
