It is increasingly trendy for grocery stores in America to have a "fancy cheese" section because the unit cost (eg dollar-per-ounce) of cheese makes it profitable. I'm guessing Europeans are paying high unit cost too, but don't mind because it's more socially engrained to seek out "quality" foods like fancy cheese.

In the USA, cheese is either a salad topping, a sandwich/burger topping, or a pizza topping, and not much else. I once bought some pecorino romano to make cacio-e-pepe and regret doing that, it's an overhyped dish.