Isn't the "outside the app store" bit entirely new, and forced on them by the EU?

Doesn't change that if you distribute inside the app store, the app store rules ban you from any kind of external payment system.

> Isn't the "outside the app store" bit entirely new, and forced on them by the EU?

No it's always been like this.

> Doesn't change that if you distribute inside the app store, the app store rules ban you from any kind of external payment system.

Yes because you're paying for the payment system amongst other things.