You're right about that, but at the same time, this is also exactly the problem. If you aren't going to be able to take up the Luxembourg market without paying

You're right about that, but at the same time, this is also exactly the problem. If you aren't going to be able to take up the Luxembourg market without paying particular attention to the cultural and linguistic peculiarities of Luxembourg (hint: 3 languages), then the conclusion for many companies is going to be that it's not worth worrying about Luxembourg at all. Then again, if nobody worries about Luxembourg, that opens up a decent opportunity for somebody to just copy a bunch of existing ideas for the Luxembourg market. And that's why people are looking for ways to overcome the problem of cultural fragmentation and make it profitable, even for a small company, to target the European market.