So, retail overhead, warehousing, storage, transport etc in the UK don't cost ten times what they cost in Taiwan, then, do they? Loverly...
I am pretty damn sure that the cost of the above is far higher than the cost of shipping the occasional container for export to Taiwan and retail here.
Unfortunately typical of so many importers of good quality kit that shoot themselves in the foot by renting the most expensive piece of real estate they can in Xinyi district to sell socks and then charge two or three times Europe prices and wonder why people buy online.

Edit:
sorry to be picky, but look at this comment from their FAQ:
Q. Could the LIFESAVER bottle be used to filter and drink urine?
A. You can filter urine with the LIFESAVER bottle and it will remove all microbiological contamination however as there is a certain amount of salt in urine the resulting water will have a level of salt dissolved into it that the LIFESAVER bottle will not remove. This will increase as the urine is repeatedly filtered.
We suggest that you could potentially do this up to four times before the salt levels become dangerous. However it is recommend that you seek alternate water sources before using the LIFESAVER bottle in this way.
Um, urine has no microbial contamination in it. All the 'bad' things in urine (the reason we make urine to get rid of them) are water soluble, and go right through the filter to be drunk again. So you're recommending to people that they should essentially drink their own piss? That's a good one! (not that there's anything wrong with drinking piss, I do regularly).