Maintenance for the week of October 5:
• [COMPLETE] ESO Store and Account System for maintenance – October 8, 8:00AM EDT (12:00 UTC) – 12:00PM EDT (16:00 UTC)
They said that they located them in US becase they wanted to keep a tight check at the servers for release and that they will be located in EU later, but im not to sure this will happen. Why would they? People seem to be fine with the lag.