Extremely good decision, and it is also cheap the regulatory hellfire they would need to experience to expand in europe is mediated by just purchasing a European company there. This is the best strategy for any US company wanted to either start or expand in Europe, just outright buy a European business there and don't change logos or marketing material to signal that it is actually owned by an American company to appeal to EU customers. Many European companies are actually being owned by US companies and Americans via trust and off shore shells, also as the European Upper Class goes to study and settle in the US their inheritance becomes American in that the proceeds will go to the IRS. Europe is increasingly being owned by American despite what seems to be happening with sentiments now, people do not realize that the actual military arm of NATO is controlled by a US 4 star general the communications network and missile defense system of NATO is under US control.
In this case, I think changing brand (logos, and marketing material) would be beneficial. I don't think freenow carries as much weight as Lyft would.