That's what I work all my purchases at when buying from over the pond, for every $1 works out equal to around £1.
The exchange rate is what everyone sees and think they are getting a great deal, but when landed it isn't quite such a deal, or so they think.
But as said before you get a kit that is not available here in the UK to that design or quality.
If everyone treats the prices as £ sterling they won't go far wrong.