There's the usual "US prices exclude tax" and cost of doing business in the UK, but when you can buy, ship and import something from the US in a few days, and noticeably cheaper then something's not right somewhere. Hopefully Asus realise a pricing mistake like in the US and rectify. PC World does seem an odd choice too.
As a side issue, I tried to post this comment twice earlier on my mobile and was both times redirected to a phishing site telling me I've got a virus. Is there another scam going around with ads? (haven't seen this on other sites on my phone).