Price is £529 not £499.
$599 = £409
+20% VAT (£81)
+P&P & £30
+ £9 penalty for not being American.
Total: £529
Respectfully, prices are set to what the market is perceived to be capable of bearing divided by the relative value the marketing people seek to place upon the product. Costs are essentially irrelevant.
A further complication with these sort of exchange rate comparisons is that the exchange rate doesn't reflect the relative cost of living at all. It is the value currency speculators place on individual currencies. I have relatives in Africa who live on a family income of the equivalent of £100 a week. They actually live very well. The cost of what they buy in man hours worked is about the same as here, but in currency exchange prices are generally very low. A true comparison of their family income would be nearer £300 to £350 per week.
If there is a massive rush to buy then the prices will remain at these levels or even rise.
Like many others, I won't be buying at that price. I will expect to be able to install the entire system, including video card for that.
So I won't be buying. Not in the short or long term, at that price.
I suspect, in practice, that prices will fall, certainly after the first year, possibly sooner.
Where we will all score is the stimulus to technology that will come in its wake. We can expect the GTX 960 for example, to be referred to as old and struggling, quite soon.
That's why we should all be waiting to buy a new video card.