The EU would rather cruise off into perceived comfort and safety rather than attempt to stay relevant economically and on the world stage. Only when the region is unable to afford its own welfare will it start wondering where things went wrong.
We could rephrase this as "the shareholders aren't maximizing their value and the average Joe doesn't have a problem with it".
A mindset shift away from the very mindset you espouse is what is necessary for the EU to succeed.
It doesn't matter how good or bad your legislation is when you are always facing an uphill battle against a better capitalized company serving a bigger market, especially in a sector which, despite its name, has very little technology in it, and hence little barriers besides marketing and network effect.