these prices are with 20% VAT taxes included. Sadly tomshardware are making huge mistakes lately with new guys posting ...
That's why the article included the comparison to Z390 - since they are both inflated by the same 20% VAT, they still demonstrate the relative price differences.
Granted the audience would have been better served by deducting the VATs, of course, but not doing so hasn't made this article categorically wrong.
VAT rates differ by country. The standard rate (applied to most things outside food/medical/non-digital culture) is between 17 - 27% in the EU. That together with the wildly varying buying powers in different countries result in very different prices.
That means there is really no benefit from knowing the "actual" exact price, unless you happen to shop in Ukraine. Even then you'd want the price in UAH anyways, and with the VAT included; as a consumer you're both used to and entitled to be advertized with the price you actually have to pay.