Earlier quoted context omitted.
The seller decides on the price, and labels the goods accordingly. Whatever "recommended retail price" may be printed on the box is of course covered with a sticker with the actual price. It's about consumer protection. Buyers must know exactly how much they will need to pay to purchase an item BEFORE they pay. It would be unfair to expect consumers to calculate these things.
In Europe and the UK that won't fly. If it came with a price printed on the box, that's the price they should sell it at.
Not correct. The price on the 'Box' is the invitation to treat [0]. The price you pay in the UK is the verbal Offer at the checkout. They may/should sell it a the RRP, but it is not correct in law.