seriously, did you bother to look?
i'm from europe, and when the original zero came out, i got 2 from the second batch that arrived at pihut & pimoroni (both UK retailers selling them at 4£, about 6$, so pretty much the advertised price (do mind that that is including tax).
After this announcement i checked pihut, and this pi zero with wifi is right now available there at 9.6£. also e very correct price (as again it includes tax).
And since atm the UK is still part of the EU, and they ship to the EU at reasonable prices, that's atm still the EU covered right now at announcement at the advertised prices.
so i really don't get what you're bitching about... you indeed can't find it in every electronics shop at that price, but if you did a bit of effort it shouldn't be that hard to find shops that do sell it at that price.