On your product page, PHNL costs 22.90 EUR.
Not exactly, the web page says:
The product cost is 22.90 EUR, plus your local VAT/Tax rate
The final price will be different depending on the EU country you live in, but it's about 27 Eur at the 19% German rate.
This is done in the most correct way as dictated by law, which requires VAT should be applied at the rate of the customer's country.
It's just that other vendors, to make it sound more exciting for US customers, advertise a price with VAT included, and say "if you are outside EUR, we *discount* you VAT", to give the impression of giving some kind of discount. We advertise the net price, which we think is more correct, because a VAT-included price can't be the final price anyway, since the final price should be calculated at the customer's country rate so, for example, if the seller it's in (let's say) UK, with VAT at 15% and prices listed including that, a user in (let's say) Italy, will be have to be charged at 20%, meaning the price he'll see on the web will be different from the price he'll end up paying.
Since we sell products all around the world, and in many countries VAT is not added, and even in Europe is not the same rate, the only sensible way to adversize a price, is without taxes. Even without taking into account our seller (Esellerate) it's in the US so, how could they list prices with VAT included ? Which VAT ? Should they ask your country of residence *before* showing you the price ?
Otherwise, we should publish a long *table*, with final prices depending on countries, which doesn't make much sense: we expect the customer knows which VAT or Tax rate applies to him so, saying "22.90 EUR, plus your local VAT/Tax rate", should be enough...