Usually the stuff to the UK is direct shipped from China exactly the same as the USA.. so extra shipping isn't exactly a large amount by any means. Import taxes yes ... but only about $40 per item. So i'd say that while its right not to do a straight pounds to $ conversion, the US price won't be THAT different, certainly not way off. I can see U.S folk saving a bit but you've gotta be looking at $450'ish.
It's high but i don't think its extortionate considering the increase in quality/likeness as long as that is the case once the factories have had their paws on the designs. I think thoughts of 200-300 were always wishful thinking.
Also for people shopping in the UK via Play.com code PLANW09 should give you an extra £5 off before 5th december and if you check out the site
www.quidco.com as you can access the Play site through them you can claim back another 2% in cashback.