The deal is you can save $ buying from the UK and other European countries. I have done it numerous times mostly with Leica products. Buying new or ex-demo you will pay no Value Added Tax (VAT) buying used you must pay the VAT which btw is 20% or so. I have had excellent transactions with various vendors in the UK and elsewhere in Europe. Currency conversion US $ to UK British Pound Sterling, rest of Europe EURO. Conversion rates not as good now as a couple years ago but you can still save $$ today. Ex-Demo deals are where you save the most.
Camera/optic shops (some) in New York did this 20-30 years ago buying new from Europe and reselling in the US, I believe it was called "gray market". Most importantly, use PayPal !! If the vendor does not take PayPal do not make the purchase.
"Why doesn't everyone go that route?" Honoring US businesses and I do most of the time. Warranty concerns, has been a non issue for me. Import Tax,, got me once but still saved $$.