The DRM free books delivered in KFX, I think, work on any Kindle device/app, so from Amazon's POV it's a Kindle format, not DRM
I think EU may look at Kindle KFX and fact that Amazon with over 90% of English Language ebooks in the world only delivers to Amazon Apps & devices. Loads of people in EU use English and also two EU countries have English as official languages. It's an official EU language.
Clue in listing: Unlimited Devices, which really means anything with official Amazon Kindle App, or an actual Kindle.