It is the inherent unfairness in global markets. Companies are more than allowed to exploit differences, while customers sure mustn't. Like paying less in Russian steam e.g. instead of paying more in German steam.
Which should be forbidden by law everywhere. If companies can charge us based on average wealth per country, why can't we shop based on average savings per country?
Like it was before steam noticed they're loosing potential income. And with it also died the excellent tradeable inventory-gift system....