What the EU want is a single market, not a single marketplace. They want anyone in an EU country to have the same opportunity to to buy whatever at the same price as anyone in a different EU country.
In terms of butts in seats then NASCAR probably beats F1. It's simply easier to house more people around a speedway than a road course. But in terms of TV viewers F1 is miles ahead everywhere but in the US. NASCAR gets practically zero exposure outside the US.
Bought a can of Red Bull recently? Then you bought the Torro Rosso product.
It's Microsoft MES that the FIA have signed up, which is apparently a joint venture between Microsoft and Siemens. Siemens have plenty of ECU experience (for normal cars, but I think some racing too), and I think MS provide the analytical software for the pits.
Microsoft Ireland has a Starbucks! Was the first one in the country too AFAIK. Dunno if they coffee is nice though - I never drink it while I was there. Not a hot drinks person.