Why, so I can visit the Lamborghini factory and pizza restaurant?
If you think my statement sounds like a shallow cliche then I would remind you that a group of people connected loosely by the idea of a state have cultural norms and traditions that make their little corner of the world unique...and Id say this surpasses the idea of materialism/unbounded consumption that undertones every conversation about "Europe Vs ...." measuring progress by how many cappucino cafes per square kilometer is a rather dull way to view the world at the very least.
When people talk about this they simply mean that cappuccino cafes are better than landmines, and that Italy beats Syria by that good vs bad metric.
It's not an argument that we should replace all culture with a European facsimile, merely that some movement towards the proven model for success is needed.
The difference is that cultural differences can be expressed in Europe. You can't do that in those contested regions because everyone wants to violently force their own cultural difference upon the rest of the population.
