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If you're a youtube creator making money off of showing American's ads in America that seems like earning money in America to me.

It's exactly the same thing. EU tells US companies they have to pay money to European governments if they have European customers or users. Same is happening here in reverse.

The difference is that first, that's a business not an individual, and that European companies would have to pay the same taxes, whereas if you're, say, an Indonesian you'd have to pay local and US tax compared to an American who only pays US tax.

The US wants to tax companies earning money in the US.