EA store... £ or $?

[Kiminality]

With an astonishing lack of patience, I've decided that I require Mass Effect, on this very day.
Play.com has it for £26.99, but the aforementioned lack of patience rules out patiently awaiting its arrival at my door.
Of the other methods, buying it from the shop is more expensive, overall. Especially considering travel costs, and the amount of collateral purchased that will result from being surrounded by shiny things for sale.
This leaves digital distribution (EA store), which begs a question.
When I am given the option to select language, "English (UK)" is £35.99, and "English (US)" is $39.99.
The US one would work out cheaper, but is there likely some issue with selecting it?

Thanks in advance

[PeterStoba]

Well, it's download only isn't it. So i can't see why

[RoBe]

^^it could have something to do with the game sending back info about your i.p. to make sure that you are indeed from the region you downloaded for.

You might have to pay taxes and vat on the US game too, like you do with steam sometimes

[Kiminality]

Bah!
Moot anyway... It asks for details, at the checkout, and only lets me select US or Canada as a country

Beyond that, my concerns were more along the lines of VAT, and such stuff...

Thanks for the answers, though