I think prices are based on the price of life in the country their selling it.
470$ is a certain price in the US (quite expensive one, right?), and 470€ is seen the same way in the EU.
But 470$ -> ~320€ is cheaper in the EU than 470€
and 470€ -> ~680€ is a heck lot expensive in the US.

That is: cheap is a word relative to the country you use it. So we can't just forget the $ or € sign after the price, they are the "relative" part.