As I'm sure you know, VAT is paid by the customer and you're simply collecting it, it's never your money to begin with. And if you are selling to businesses, they can rebate all or part of it.
It is also misleading and annoys customers when you show prices exVAT, it is you who gets blamed for this tax not the government or EU
Most of the competition who are outside of the EU dont have to worry about this VAT shit and can have lower prices hence shown to endusers