Thank you for your answer, and the kind wishes. It's not the same for everyone, but you are probably one of those potential customers that wouldn't. The image thing - that's debatable of course and I'd add that there is a lot of exaggeration in the media. There are global companies launched in Bucharest. But anyway, that's not the point here.

Unfortunately setting up a business in London does not cost a few hundred £ as you say. Merely registering a company, yes. But actually running one and covering the operational cost, especially for a startup that needs months of operations before it makes enough money, and a whole team to do its job, is quite different and no simple thing. Count in office, employees, expensive legal fees, even my own residence and living cost - it's far more.

I know this very well as I've spent a lot of time in London in the last 4 years. And for this particular startup, the costs are quite high as it requires much higher than it might appear at first glance and by far not in the 3-4 digit range. Regarding the UK company, I have one already. It's just that I'm still considering whether to use it or not, given the pluses and minuses. Regardless of this, thank you for your response - it matters while I'm still waiting for other opinions as well.