I got an Odroid-x and the hidden Fedex charges put it to > £120.
Similar story for my X2, but I did what the hardkernel website suggested and called my local customs office before placing the order. They told me about the extra "customs clearance" charge that Fedex adds in. I guess that hardkernel could have done a better job on pointing out the surcharge that Fedex puts on it, but I can't fault them on their advice on contacting customs. I still went ahead with the order once I knew about the extra costs. Well worth it, I reckon.
As for Atom vs ARM systems, I actually did a bit of window shopping before ordering the X2. To be honest I couldn't actually find any Atom systems that were as good or as cheap. The one thing that the bare-bones Atom systems did have going for them was standard (mini) ATX and SATA ports for upgradability. They're still quite expensive compared to the ARM boards. Also, buying a cheap 2nd hand system was out for me because I was looking for something with low power usage and you don't get that with older Intel/AMD/Atom stuff.
I guess that in the next year we'll start seeing more ARM SoC with SATA, USB 3 and gigabit ethernet since there's definitely a market for it. Until then I can definitely live with flash/USB2 and 100Mbit ethernet.