I don't know how they do their math, but they advertise it for 299USD but when I open the store it's sold for 349EUR which today converts to 380USD... That's a 30% difference that hurts.
And often there's also an invisible consumer rights 'tax' on top. Since online purchases and warranty are quite heavily regulated in Europe, sellers often add some margin to cover the extra costs this might bring.
Thanks for the pointers everybody. They make sense. The frustration of seeing a 299 price tag and then being hit with a 349 price after one click on the store link is bad.. Didn't stop me from buying though :D
Speaking in general, prices tend to differ between regions away from just basic exchange rate math, since shipping costs means you don't get proper arbitrage pressure, which is what would pushes prices toward (lowest advertised price) x (exchange rate).