Telekom has actually been selling their own cloud services with "German privacy laws/not hosted in the US" before the NSA stuff. It was a very noteable point of emphasis for them when selling to small/midsized corporations so I'm not surprised they are all over this.

They are a pretty crappy company in general (imo) but they got this right very early. And by got this right I mean that they are using it for marketing/sales. I mean yay SSL but German mail providers tend to be...meh