Why are us Brits charged so much?

I recently had to pay for my premium geocaching membership renewal, the company wanting £24.99 surely that's a lot just so I can download geocaches to my gps. So I looked up how much if I was American and it was £29.99 .  So I set to work 1.60 dollars to the pound or one dollar worth 60p so I'm sure if you do the maths you see how much more it costs to be a uk member than an American.  However there is more, they charge uk members vat, but don't have a vat number and from the research I've done no offices in the uk. According to uk tax laws this is wrong charging vat to uk members when they are American based with no offices in the uk.

There are many threads on the geocaching site about this but no clear answer to why uk are charged so much compared to American members.

So if your membership is up for renewal have a look around at different currency values I'm sure like me you can save yourself some money too.