The Dollars to Euros conversion is decent and given the current trend for a strong Dollar vs a weak Euro, there's a very real chance that EU buyers will actually be getting the better deal by the time Heavensward's launch comes around.
I suspect you are misunderstanding people. The issue is of course with the € vs £ conversion going on here, US Dollars are just getting pitched in as a convenient reference point, same with the Yen. 3 Currencies are getting a broadly similar deal, two more are getting marked up to the order of 35% or more, unfortunately where the Aussies can do little but listen to excuses of 'distribution' this and 'logistics' that, the UK has the advantage of being part of the European single market and falling within the consumer protection and rights that that brings.
On a side note, I wonder if The Sun newspaper still does those france ferry tickets for £1?
J/K of course!
I'd only ever buy that paper to cope with the Clarkson withdrawals! =(