Oh, I think it was very real - one of the great things about the EU is the fact that it doesn't matter whether I buy from or sell to france, austria, germany, portugal or hungary. No customs fees, delays or complicated export documents and a common return policy. As someone who knows both sides, this ease of access is great for sellers and buyers alike.

Frankly, I'd love to do the same with goods to and from the US, but since it comes with a lot of barriers, I simply don't buy from there. And at work we don't sell our physical goods to non-EU countries. So, yes, it's makes a difference.