Does the $99 include US sales tax or is this exempt? If so, shouldn't buyers outside the US get this refunded? I'm not a tax expert, just a guess.
I'd happily be the EU/UK distributor by the way, I work 5 minutes away from a post office.
WIFI routers carry import duty of 0% to the UK by the way, but VAT is still 20%. So yeah, you should get a bill from customs.