Why can't game retailers learn to count?

[Bolwing]

After trying to purchase Total War - Shogun 2 today, I've formed an opinion that game retailers can't sodding learn to count. According to the Steam Store (and many others) 1 Euro equals one USD. That is obviously false. Not only that, but apparently one Dollar also equals exactly one British Pound on some sites.
Is there any logical reason behind such things? Or are they just trying to rip off countries other than the US?

 

[Realitycrash]

On Steam, it's because they can get away with it. 60 USD is 44.37 E (Today's rate), yet a 60 USD game will sell for 55E or more. Because where are you going to buy your games otherwise? At the STORE? HAH.

(Oh, and it might be for some Value Added Tax-reason, but I doubt it).

 

[veloper]

Value Added Tax in the eurozone is why.
A little greed may also play a role. Retailers usually like to round prices up to a number with 9.99 at the end.

 

[KarmaTheAlligator]

Retailers usually like to round prices up to a number with 9.99 at the end.

You'd be surprised how popular and efficient a price that ends in .99 actually is. A lot of people will only focus on the first number in the price, deluding themselves into thinking it's cheaper than it actually is (and sometimes trying to justify their purchase that way).