Originally Posted by DeathSlam

No. Many companies charge £1=$1=€1 for the same product. The reasons are often to do with psychology and marketing as much as value pricing. Nothing to do with tariffs and taxes.
£99 is a price point people will pay. $120 is a price point they will not, so they charge $99 instead.
In this case, non UK BA customers are somewhat of a captive market. They have no need to discount you to encourage what is already a niche behaviour.