Hodinkee shop Seasons Greetings 2019-20 - International offer

It looks like Hodinkee shop is offering a refund of import & customs charges for international shipments...
They finally got it that they need an European based retailer for some of their stuff to sell on this side of the Atlantic ?
I never understood why a collector & excellent writer like " John Goldberger " offered his "Journey Into Deep - Rolex Submariner " book exclusively via Hodinkee ? I guess he doesn't care about sales figures at all...
Anyway, I didn't want a Hodinkee-branded book and was lucky to get one in pre-sales before it became available in the Hodinkee Library one year ago...
😕
To be clear... I really like & appreciate what Hodinkee has been doing for the last decade (off- & online) but with the major timepiece producers in Europe, I wonder why they still don't have a EU-based (or Swiss-based) bureau/shop/retailer ?
.

Swiss-based would not be a big improvement. We (UE) pay the same VAT and import duty from Switzerland as from US, only shipping would be a bit cheaper, not much.

Hodinkee is so overpriced and over hyped

well in practice, the offer doesn't always work at checkout 😟