I should never have to pay VAT. If I have to pay for currency changes, then the apps should not be shown in my native currency. If I see something online and I purchase it in British Pound Sterling, I will then anticipate a conversion fee or some sort.

And when I order from overseas (I'm American) websites, they tend to state that there are fees per transaction before I complete the sale. The fact that I have to read a paragraph elsewhere, memorize it, and the store not tell me that upon checkout... sorry. I find that seriously lacking.

Most savvy users will know about the fees. Some have to be reminded. And if not PayPal, tap into MoneyBookers. I have an account there too - of no use to me whilst in the US for the most part.

The dependence on credit card only purchases limits Ovi.