But this has nothing to do with credit cards and everything to do with the media industry. It's the exact same thing as those braindead DVD regions, or youtube restrictions in Germany, or netflix national catalogues.
It might not be mentioned in the article but a lot of online retailers, including with 50% of the purchases I try to make on Amazon.co.uk, refuse to ship to Estonia. Even digital good can often be difficult to purchase.
No, it's not just about the media industry. He also can't buy Angry Birds to gift to his wife either. Again, because she would have an iTunes account from another country. And not because Rovio asked Apple to block such a sale.