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The rules, on the other hand, are setup in order to be obeyed and followed
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They were.
And if you bother to look, not a single one of the parties you mentioned has the slightest interest in .eu names.
You are suffering from the delusion that affected a lot of people during the ICANN WG-B discussions several years ago, and during the entirely pointless WLS debate - i.e. there is some definition of "fair" which confers a greater likelihood that I will get what I want, while preventing "bad" people from getting what they want.
The point of the sunrise period was to keep nasty evil cybersquatters from getting names to which TM owners believe they are entitled. The thing is that not all of the TM owners had everything that some of the TM owners were pushing as a requirement to qualify for a domain name. So the requirements were relaxed and the Benelux TM office intentionally kicked into high gear for the sole purpose of accomodating people who wanted to follow the rules.
The rules were not "circumvented", dude, the rules were followed. Setting up a legal entity in Europe is not some "technicality". Something like 75% of NYSE-listed corporations are chartered in Delaware, which aside from being my place of residence, is a place where a $100 bill makes you every bit as much a legal corporation as Exxon.
Any system of rules - any system - defines a course of conduct for obtaining a desired result. Rules promulgated by nitwits even more so.