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Trust me, I've worked with the mobile companies in Europe and it's a nightmare. They may share the same name across Europe (Vodafone etc.), but each country still effectively has different operators, with different equipment, different local laws and different service contracts. If I take a Vodafone mobile across from England to France, I pay a complex roaming charge and my calls can be handled by a random carrier.
Add in different local laws for copyright, business service, postal service, web shops, taxation etc., and a few different local currencies and you might appreciate why even Amazon find it different to treat Europe as 'one place'.
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