Serves them right for refusing to sell Shimano and SRAM components to the US.
They are legally prevented from doing so by agreements with Shimano and SRAM. This is not uncommon in the industry. It allows the companies to have differential pricing depending on the market. And big surprise, the US is one of the most expensive.
When I built my last bike in 2014, it wasn't stringently enforced and I was able to order full group sets from Europe without much trouble. But a lot has changed in the last decade.
They've even worked to curtail the eBay sellers to an extent.