Disqus is not allowing me to comment for some reason, so I am commenting on the post below like this:

Until now European businesses selling to digital goods and services to European consumers have charged VAT based on where their business is located. The lowest rates have been  in Luxembourg, so that’s where Google, Amazon, Apple and other large American companies have their European headquarters. It’s been a perfectly legal strategy to pay less taxes, but the rules have been changed so that VAT must be charged based on where the consumer of the service/goods is located. This is to ensure that companies like Amazon actually pay the same level of tax as local firms in the countries where they sell their goods . Seems reasonable.