All prices are advertised ex VAT. For us Brits in the EU, Netherlands VAT @ 19% should be added onto the total for your order (better than our 20% VAT or getting stitched for customs duties + taxes). Also, it's worth checking out the PayPal exchange rates for euros & $ against the £ (mostly the $ comes in slighty cheaper)
I believe that advertising prices without VAT to consumers inside the Netherlands is technically not legal. I can understand that if you don't specify your country when visiting the site you don't see the VAT-inclusive prices, but in this case where the country/EU is specifically listed it would suit them to just include VAT in the price (even if that means having an extra pricing tier for the Netherlands). Or at least put some fine print next to it.