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Considering most businesses presumably detest a europe state but are still willing to do business with those over the water and around the world may get off their bum and register 'their' domain name, like I will possibly but I'm in no rush but I just can't see eu being popular to people in Britain, maybe to those fully in love with europe across the water.
It's a business move, but as to browsers in the UK selecting .eu when searching... nah just can't see it. But then .eu will have european union advertising it no doubt, one of their "you vill comply" methods.
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