I will never buy anything in the EU until they stop their 1 USD equals 1 EUR scam.
It's not a scam.
OK, lets take a specific example.
In the US, a new AAA game is generally $60 pre-tax... which is 48.6€ using current exchange rates.
With me so far? OK, so the US price is ready to list on Steam because US price listings don't include taxes. However, the EU version isn't, because EU requires that VAT be included in the price.
So... lets take Italy for example. VAT in Italy* is 22%. So... the same price that lists for $60 USD would list for... 59.292€. Suddenly the 1:1 ratio makes sense.
Now, here's the thing: VAT varies wildly across Europe... anywhere from 15% (Luxembourg) to 27% (Hungary). From what I've heard, there are only two mainland Europe pricing regions on Steam. Which means the prices are going to be affected by the VAT rates of the other countries in said pricing region.
* Italy was chosen for two reasons: 1. Most countries are in the 20-25% range... 22% is about in the middle; and 2. I know someone who lives in Italy.