Similar things happened with USA's actions on Silk Road, KAT, with Kim Dotcom, and I'm sure many other legal situations I'm not aware of.
EU is seemingly extending logical contact to be equivalent to entry to a jurisdiction as USA appear to have established is desirable as a facet of inter-national application of law in the internet age.
I much prefer the extension of jurisdiction in protection of member states citizens rights than in the service of media conglomerates.