Before I share my view, let me just add that some of you are really making interesting points worthy of noting
And why does it appear like Microsoft is unconcerned about it? I recently changed my Surface's region to the US, and the experience is so, so much better.
Yup, I live in EU, Denmark. And not only do we not have the same feature level, we also have no MS Stores and the support is "You got a Surface whos screen is flickering? Sorry, not part of our warranty, that will be the Price of a half new Surface to repair, thank you." (lol...nope!)
Furthermore, the people that work for MS here is only focused on business, there is little "the new Microsoft" outside of campus, of which there is only one, and it's in the Capital city.
When it comes to retailers, they don't know much about Surface. But at least I have seen a Surface Pro and Surface Book in one retailer chain. All Surface Products except HoloLens and Surface Hub is available from MicrosoftStore(web) but Windows Mixed Reality hardware is not. Not from any partner.
Xbox however is, from what I can tell just as good as in the US. We've got Xbox Live, Gold, Xbox Play Anywhere and the new game subscription model.
Bing is good enough but Cortana isn't there.
Voice recognition in Translator is impressive though, and the text translation almost perfect, when you write cor-rect grammar.
Microsoft Pay is support though, but not yet on app level, just like no apps uses Windows Hello, even though we have a very evolved digital signing service compared to others.
About MS rivals in Denmark
Google is the dominant in consumer along with Android phones. And like the US, Apple is concidered the fashion statement for "nice to have" on all levels while equal products from Windows-land is frowned upon because of the store/app availability and decades of Windows hate from narrow-minded people well into their 40s, keep the idea of "Windows is cool Again" away from pretty much anyone who is not a Windows insider.
I think I covered it all now ^^