Page 1 of "Firefly" from DVDSoon - customs friendly?

If you search on the DVDSoon site, you`ll find that they`ve got Josh Whedon`s
wonderful (and unbelievably cancelled) "Firefly" due out next month - on pre-order
for $42.98 CAD. That`s £19.47, which is just above the magic customs limit.

Now, it has been mentioned that DVDSoon is customs friendly - does that mean that
they mark it at just under £18, or that it`s a gift? I`d hate to get stuck with
duty+VAT for being a bit over the limit.