Buying online from overseas only works until the government put in place laws to prevent circumvention of technical rights protection measures. Like the DMCA in the US, or " European Directive 2001/29/EC of the European Parliament and of the council of May 22, 2001 on the harmonisation of certain aspects of copyright and related rights in the information society." in EU.
That means that turning your DVD into a region free player is illegal; chipping a console so it can play region locked games is illegal; etc.
It feels like a big scam.