Finally I got it... It seem that even when I had logged in before entering to the eStore, I had to relogin one more time and then it showed up.

Now the only question is that when I do order will I need to pay duty on the item once it arrives to US? As far as I understand the duty free limit is $400 for items mailed to US... but if they put that 400GBP customs value into the shipment papers then I'd expect some nasty surprice...

By the way, in my order placement screen it says usually ships in 3 business days... Anyone who ordered it earlier did it say the same?