► Why is LimitlessLED cheaper than all competitors even with shipping?

I calculated the Philips Hue vs LimitlessLED on 1 Nov 2014. It is $289 hue vs $142 LimitlessLED

LimitlessLED still looks half the price even with 26 pound tax for UK VAT and even with shipping. Hue has 3 bulbs and wifi bridge in its starter pack.

Hue starter kit from the John Lewis online store with free shipping = £179.95 equals $289.51 US Dollars

LimitlessLED (3 bulbs plus wifi bridge) with Standard shipping = 100.58USD + UK VAT £26.19(42.14USD) = $142.72
LimitlessLED (3 bulbs plus wifi bridge) with EMS Tracked shipping = 120.70USD + UK VAT £26.19(42.14USD) = $162.84

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