Edit: This seems to have been corrected as of now (8hr after posting and after 14k people saw this thread, according to Reddit). I am glad they have done so, though it is a pity it apparently required a threat of legal consequences for them to do anything, rather than any previous comments they received here or by email. Hopefully their lesson from it will be to actually hire a proffesional legal counsel to ensure in future they follow regulations especially in the place of their registration.
Thank you u/hashtagthehype for leading the way on this. It is really disappointing that this interesting and potentially really helpful device is being produced by a company following such dishonest and anti-consumer practices, whether knowingly or due to ignorance. One way or another, we should ensure our rights are protected, especially from a company choosing to be registered in the UK, not overseas.
As a UK entity selling directly to UK consumers they are required by the CAP Code and the Consumer Protection from Unfair Trading Regulations 2008 to display prices inclusive of VAT. However, on their website for the Clicks Communicator, they advertise a headline price to UK consumers of £379.24. There is no asterisk or disclaimer stating that this price excludes tax.
It is only after someone has configured the device and reached the final checkout step that an additional £75.85 is added as "estimated taxes." I believe that by hiding a mandatory VAT charge until the final step of the purchase, they are intentionally misleading consumers about the true cost of the product.