Successful multinational corporations adapt their model to fit local cultures. The socialist culture in Scandanavia means people expect and reward businesses that offer free wifi; McDonald's/7-11 do it to remain competitive. I doubt it's the regulatory environment that makes the difference between Germany and Sweden - Sweden is also quite strongly regulated. And in other European countries where there is low regulation but an absence of socialist tradition (e.g. Italy) you don't see a whole lot of free wifi (or didn't when I was last there).