This is just a continuation of the phenomena where global companies want to take advantage of geographical prices disparities in both directions. Jobs move to low paying areas to keep costs low, but if anyone tries to buy products from other parts of the world they scream foul play. Look at what happened to CDWOW importing CDs from Hong Kong to Europe, or Tesco importing Levi's Jeans. It's even more pronounced with online digital sales, as EU rules forbid companies from refusing to supply across borders (providing the customer is willing to stomach any relevant delivery costs or pick up the item), yet copyright agreements are often per-country. This prevents, say, someone with a UK credit card buying from the German iTunes or Steam stores or vice versa, which they may wish to do depending on the current exchange rates and differential pricing, while it is relatively common for cars to be bought over mainland EU borders (less so where there is a left-hand right-hand drive issue, although it is not unheard of for UK or Irish residents to order right-hand drive cars from mainland European dealers).