I wanted to order a Rift, but I live in Romania (still in the EU, mind you). So I went to their site, clicked order and saw that my country was not listed. Why would it be? It would be the same amount of effort to ship here as Germany, but who needs that? So that's been the case since March. (actually, scratch that, I've been wanting to get a preorder! which was impossible too, so I missed out on that too) Another interesting tidbit is that the Rift costs $599, but as soon as you select an EU country, it instantly jumps up to 699 EUR. Wat.
On the other hand HTC isn't better off either, their product is not available either. A month ago, approximately, you could select 'Other Country' on their order page - I could select mine - but it just jumped over to the Romanian HTC Vive page and clicking the order button just redirected to the bogstandard order page (the same page I was coming from!). So the situation is not that much better either --- well other than the consumer friendliness: HTC doesn't seem to be wanting to keep screwing their consumers over, which oculus would love to do all day, all night. I'm highly disappointed.
A few weeks ago I read an interview with a woman from Oculus PR (since any leadership was otherwise occupied at the trade event) and when called out on their shit and asked about it, she had no answers other than a cringeworthy "I don't know" or "not my responsibility, ask someone else". It seems that by starting a new generation of gaming, we didn't start with a clear slate at all, we instantly jumped to all of these companies being EA/Ubisoft/Activision/Microsoft-level jerks to their customers, instead of trying to endear themselves to them.
Shame.