Simple as this £40 does not equal $40 , please reduce the price in the UK for the equivalent price of $40. The exchange rate is roughly $1 =£0.66 this means that the price should be £26.40 this is a very big difference of £13.60 or $20.60. Please feel free to correct me if my maths is wrong! But this is just wrong , on disc you could make the excuse of tax etc, but downloaded just no. I'm sure many Americans feel ripped off with $40 but I would pay that for the taken king but $ 60.60 no! That is a whole new game, please adress this bungie or you will lose your European fan base!