Stop being shocked and do something about it.
It's ALWAYS been a con, in the modern IP-based world. There's no reason at all that roaming even exists except to profiteer. Hell, most of the companies that charge you are foreign arms of the company you have a contract with anyway. And most of them are foreign-owned!
So of course people just switch it off. When it's cheaper to BUY ANOTHER PHONE in another country, use foreign SIMs and get the same service, then you have the ridiculous situation of wastage and having to "con" the cellular providers in order to get sensible prices. It should not be cheaper for me to buy a SIM card from a third-party company and use it on a foreign network - with my own damn phone - than it is to take my existing phone and phone/text the same damn numbers.
And when we talk Internet data, it's EVEN MORE ridiculous. Why does it cost more for me to use a French / Italian / Spanish data connection with an English contract phone than it does an English one? Sorry, it's all just packets - like SMS is nowadays too no doubt. (If they haven't worked out a way to transmit SMS as nothing more than a low-priority data packet on an IP backbone, converting to GSM at either end as necessary, then they really are just mugging us off).
We'll pay stupidly-high prices until some legislation kicks in and then we'll find that it's always been possible to pay much more sensible, homogenous prices across Europe AND for the cellular companies to still make billions in profit so they can spend stupid amounts of money on 4G packages that they then sell with 1G data allowances still.
Of course we all just switch our phones off, buy another SIM in the airport or - like my Italian girlfriend - have a UK phone and another phone from the other country. She actually just takes both when we go abroad, and saves money by keeping both contracts open. How is that even possible, logically speaking? Most of her money actually goes to third-party international call routers, and Skype, and the cellular companies could be having that money instead if only they stopped DELIBERATELY TRYING TO CON US.
Don't block Skype on your 3G contracts - just make it so that I don't need to fecking use it. All you do is annoy me, go against the entire purpose of me having your service, and make me spend money with OTHER COMPANIES. Of course that hurts consumers, the cellular providers themselves (through their own stupidity, though, so who cares?) and small outfits trying to fight the traditions of the big incumbents.
To be honest, when abroad, I take my phone as an entertainment device. It's a small tablet that I can join to Wifi and Skype home, read anything critical on email, play games on the plane, etc. I don't think I've ever made a phone call to/from a foreign country using a mobile. Again, it's cheaper for my girlfriend's family in Italy to use our landline (bundled with our TV contract, that we NEVER otherwise use) to phone us from Italy / phone home when they are here, and the same on their side of the continent. That's a ludicrous state of affairs.
But, to be honest, by the time anything happens, it'll have little impact if this is really their planned timetable for fixing the problem. By the time you actually get to the point of having approval and being able to fix the problem, we'll all have been avoiding roaming for so long that we'll never trust it and will be probably be using some other technology / substitute instead.
Hell, I know people who'd rather pay WhatsApp instead of pay for a single international text. And I can't really blame them.
Too little, too late. If you'd mentioned this TEN YEARS AGO then maybe I'd think you actually meant it and/or could do something to fix it that might be useful to me.