Re: the consumer should be free to buy what we want from anywhere in the EU
We are.
That's the whole point of free movement of goods across the EU.
Nabbed from the European Commission Website:
"One of the “four freedoms” of the Single Market is the free movement of goods. Member States may restrict the free movement of goods only in exceptional cases, for example when there is a risk resulting from issues such as public health, environment, or consumer protection."
If you followed the link at the bottom of the article, it's this EU law that scuppered the conviction of the Pub Landlady and opened up the floodgates for every pub in the land to have Irish Setanta Sports for the 3pm Premier League games that Sky and BT Sports cannot show. Simply speaking, it is illegal to stop Setanta Ireland (and Sky Italia etc...) from selling their product wherever the hell they want in the EU.
What The Robot is actually saying is "I bought the rights to this content in Estonia from $TVCompany* that means, if $TVCompany want to provide me the goods, in this case a subscription, in Belgium, they're entitled to by law."
* Yes this still applies if it's a State owned or tax funded TV Company. Over here the BBC sell me the content by way of the TV License, even if it's a non-negotiable TV Tax levied in law.