You just don't get it. When it's announced by the EU, it's red tape PDF crunching soulless bureaucracy wasting our time. When it's said by a glorified CPA of an American unicorn startup it's the vision, innovation and triumph of entrepreneurial spirit.
It's normal to announce things long before they're actually available to end users. This is not some unique evil of the EU bureaucracy - if anything, it's very corporate of them.