I see today that Play.com is now saying
“We are sorry, but we can only supply gadgets to UK addresses.
You must choose a UK delivery address for this order. You may click ‘Add new address/edit address’ to create a new UK address now; you may then return to this screen and choose to use that address for this order.”
This suggests that websites have run into some kind of administrative interference- maybe an ill-focused letter from the Department of Environment on WEEE charges or the like?
Though that would suggest that WEEE charges, or whatever other government inspired reason it may be, could be at risk to challenge as a barrier to trade between EU member states.