[SE Store] whats wrong with NA pricing of the game?

hey guys

tl;dr - NA store version costs double of all other versions available, ranting about it

i wanted to get a friend into the game, hes into the whole genre, likes fantasy games, really loved the gameplay he saw when i showed him and i ended up getting him a shadowbringer standalone NA key, preparing it as a gift surprise for him when getting the main game, as he wanted to just get the basegame cause shadowbringer was simply too costly

hes coming from brazil, so i suggested him to get the NA base game (as i already had a NA standalone shb key ready), since there seem to be no "brazilian" version (region of his account being "america and other") - he played the trial, played quite a lot up to the levelcap of trial (2 classes + did professions) and finally wanted to get the base game... and then he told me the NA standalone version costs TWICE as much as all other versions... and he was right!

i checked the SE EU store, steam EU and steam US (edit: the steam US base price seem to be 19.99 too and 9.99 is a sale price, so both US versions are usually at double cost) - all of them being 9.99, the NA standalone is 19.99... and now hes unable to get the game, he was readying up to pay the "regular" price, but now only finds the game for double price, next to keystores we dont want to use for that

is that some kind of a mistake? did they ever explain the double-price? is it a known complaint? im surprised to actually dont find much about it via reddit/google