I expect the €799 to include vat, while the $699 will be without. €930 /1.25 = $744, which is a lot more reasonable. Sony using the same sale price for the whole eu when each country has different vat rates, is probably because of profit maximization. Too many people only look at the first digit in 799.99, so no matter if after currency conversion + vat the price is €720 (20%) or €762 (27% in Hungary), they’ll just slap on the sale price of €799.99.