I mean, we in the UK are always being ripped off, a $499 product is usually sold in the UK fo £499.
Not if you get it shipped from the US ;-) I have found that in some cases it is better to order the same product from America and then pay the VAT here for it, because you can get it cheaper then buying it here.
But you are right, generally if something is $499 if the US then it will be £499 in the UK :-(