my guess is sweden isn't very representative of europe... this may be a little closer...
http://www.worldwatch.org/node/1783
I simply responded to your EuroDisney comment... I believe you brought up EuroDisney.
If you read the report I've linked to, all major countries in Europe are listed, not just Sweden. It's really an instructive read.
So anyway, what are you basing your assessment of consumer brand seeking in the USA vs. the EU on? Have you spent much time in Europe?
Personal observation, when visiting both the USA and Europe, that is why I clearly stated it's just my opinion.