I did discuss this, but maybe I wasn't clear.

Every EU company does not currently have to sell their products in every EU country. Neither does every American entertainment company.

The proposals, so far as I can tell, advocate a change in EU legislation such that digital goods cannot be sold to some EU countries and not others, or that EU consumers cannot be prevented from purchasing goods offered in another member state. Any such legislation will almost certainly apply to both EU and international companies. This is an idea that is very in-line with the single market goals of the EU, and I'm surprised that you seem to think otherwise.

Shipping is a different issue, but yes, every european company has to serve all european customers. If you have a shoe shop, you're not mandated to open a branch everywhere but if a foreigner from different EU country comes to buy then it would be illegal to decline them based on their citizenship, country of residence or country of their creditcard - in the exact same manner as currently online services are currently declining to serve customers based on their estimated location or nationality.

In a similar manner, if you're a manufacturer and want to sell shoes a wholesaler in e.g. Germany, then you're not obligated to sell them in other countries but you are prohibited from mandating that they must be sold only in Germany - the wholesaler and their customers are free to re-distribute them in neighbouring Austria even if you don't want them to.

There are proposals to eliminate geoblocking for physical goods sold over ecommerce sites as well.