It was made in London. At least until someone triggers article 50 it's more European than American :) More to your point, the article mentions getting the privacy/security certifications that companies look for. And if you're paying for the product, there's not the privacy concerns as when you are the product, etc. I'm actually impressed with this thing so far.
I am in Germany.
The NSA debacle made a lot of important people quite unhappy here, not to mention the current tensions between DBank & DOJ and so on... - so I am afraid we would interpret this a bit like Apple's labels, except in this case we would read:
Some have interpreted the DOJ fine to be a sort of retaliation for fines applied by EU to Apple/Google (especially the first for the Ireland tax rebates).
I have no particular authority in saying if this is actually the case or not, but my feeling is that in Europe (and especially in Germany) there will be a lot of resistance towards Facebook solutions (the recent Whatsapp decision to share data with the parent company is another thing that did not sit well here, for example).
Norway is one of the major beta markets and full of early adopters. Though some of the companies among them likely just want to be one of the cool kids.