Never had to do it before. That's how much it has changed.
You don't think Ukrainians can't buy stuff from Russia (and vice-versa)?
But the problem isn't if I can bypass sanctions, use VPNs, etc, or even if a company wants or can legally do that... it's the fact I'm asking these questions at all. It's not something I'd ask 15 years ago about US companies.
The discussion about building European alternatives had never been so mainstream. If and once they emerge, I think the shift will happen. But let's see
It will take time to move. Frankly as an American I hope it takes a long time and we get our shit together and rebuild our alliance with Europe. But it’s possible that the damage is not reversible in the next couple of decades and Europe will accelerate their decoupling. It’s also possible we continue to slide into imperialist authoritarianism (and Europe definitely accelerates their decoupling).
This is what I mean: Americans don’t understand the immense dividends they have enjoyed from being the defacto symbol of “progress” in the 20th and 21st centuries so far. American solutions were chosen by European customers because they were reliable trading partners with an air of modernity. Homegrown was seen as the antithesis to leapfrogging into the future.
People celebrated when McDonald’s came to their country or town. Not anymore.
You won’t see the full effect of that for at least a decade, but that doesn’t mean it’s not happening.
In two more, possibly less, the current administration will be gone. The Trump agenda will be dead in the water by the end of this year.
While I basically agree with you, I wonder how quickly people will forget.
It looks more like part of the new normal from the outside, and that's why things are changing. A country can't go from reliable to unreliable partner every 4 years without any consequences.
As to what happens post-Trump, it's anyone's guess. I expect a hard reset. Markets have short memories, as they say.
In any case, for everyone else, it's the second time in 10 years that they have to play the waiting game until it's over. It's good to be optimistic, but when you're in charge of a country, you can't just plan for the best and rely on hope alone. Same if you run a company or and even with services you as individual use.
Regarding memories, I don't know about the markets, but in Europe I think it will take a few years for everyone to forget that in 2026 Denmark had to transfer blood reserves to Greenland and that different European countries deployed tripwire forces because of... the US of A. Do you know who triggers similar responses? Russia, when they start saying that their borders are fluid.
Frankly this already started under GW Bush from my perspective and just has gradually gotten worse.
I don’t think you can unboil a frog that quickly. This will take many years to resolve / build up trust again.
In the views of most Europeans, that schism already happened.
Europe was perfectly happy to rely on US software and services for decades. None of the large US tech companies would be nearly as profitable if they hadn’t had a whole continent of wealthy customers, and no competition.
I don’t think Americans are realizing yet how much has changed for us the past two years.