Living in Switzerland, which is tiny country surrounded by EU countries (CH is not part of EU, its citizens had a public vote and decided cleverly to not join), my crappy operator Lebara charges me when going to France (+- 2km from my home or work) - 42 CHF (aka 40 euro) per single MB! Calls usually stick to the range of 2-4 euro/min, incoming also charged. SMS cost 0.8 euro.
Pretty obvious I never used their data services abroad, but being offline when traveling is actually a big plus for me.
(just to explain, it's one of very few pay-as-you-go operators @ Suisse, for people like me who don't use their smartphones that much and have offline maps for navigation)
In Switzerland, you can use Yallo (yallo.ch - they use the Sunrise network) which has a flat package for 39 CHF/month allowing unlimited calls across both CH+EU.
If you happen to be roaming abroad, they have data plans for 10 days / 100MB for 15 CHF, which is not great, but way cheaper than the example you gave above.
Pretty obvious I never used their data services abroad, but being offline when traveling is actually a big plus for me.
(just to explain, it's one of very few pay-as-you-go operators @ Suisse, for people like me who don't use their smartphones that much and have offline maps for navigation)