It's kind of strange, how the EU manages to not only put their companies at a disadvantage but also drive new business for non-EU companies.
Some of my EU friends even consider only offering their services to US customers, because with those, the invoicing is easy. It's called something like "3rd party country revenue" in the EU tax system and has no additional bureaucracy attached to it. While doing business with customers from within the EU is so complicated, that none of my EU friends understands it.