If you are a professional photographer in the EU (and so have a VIES registered VAT number), you can avoid paying VAT for merchandise bought from other EU countries. You just send them your (VIES registered) VAT number and tell them that they should produce an invoice that'll be VAT-free. I know Ari can do that (but he has to register his VAT number to VIES first).

On the other hand, I have been ordering tons of CD's and DVD's from play.com (they are based in Jersey, I think) and never did the Greek customs ask me for the VAT (Shhhhhh!!!)...