I believe there are two levels.

1. The US becoming relatively hostile even to countries that considered themselves allies means that being totally dependent on US monopolies (the TooBigTech crew) is a problem. So the first level is "it's important to reduce the dependency to US services". Doesn't matter if it's in the EU, Canada or Mexico.

2. When you start caring about digital sovereignty, or course it's better if you can depend on national services. But that's often not possible. The next best thing is to rely on allies, and diversify the risk.

So it's a gradient. What has taken off is "we need to care about digital sovereignty" and "the US has already used their monopolies against us, we need to do something about it". I think.