You might look at it from that point of view, but on the other hand, is it not just another domain name, i mean if you think about it, the most frequent and commonly used domain names at the moment, are the .com, .net, .org, .co.uk and .ie. My argument would be is there really a necessity to have the .eu? When people are potential taking a guess at what a companies address is, i think in most cases a lot of them wouldn't even consider the .eu. So in one aspect, i think it's a waste of time, but on the other hand with regards to maintaining the brand security of it, i think it's worth it. Although, it is quite a stringent process about getting, similar to haveing to register a .ie, so i don't think that you will get many cyber-squatters on the domains.