Yes, this was my understanding. He clearly states in his reverb shop that he’s based in turkey for half the year, which strongly implies he ships from there when he is. And I do remember reading of UK folks who’d had import duty.
Looks like the rules have changed since I last looked into this and commercial goods up to £135 don’t get charged (as HMRC assumes seller has charged VAT already) but gifts over £39 get charged. (That’s a little bizarre as presumably someone could send you a gift of a commercial item that is over £39 but under £135 in value and you would be charged for that, whereas if you bought the item yourself, you wouldn’t be charged. 🤷🏻)