Wouldn't some of the differences between marketing in the US and Holland be in the fact that the bicycle is often a primary commuting vehicle in the flat Dutch country, while in the US it's sold usually as a recreational vehicle?
i think that is a lot of it. it is also that although things like lights are also required in the US, very few people actually have them and the authorities almost always won't do anything if you ride by without lights or reflectors or whatever. in most of Europe, it is just tradition and a given that bicycles will be ridden more more than just recreation and everyone else has lights and fenders, so why would you not use them?
the average US customer doesn't even want these things (the first thing many US buyers do is remove the reflectors)
in Germany you can buy basic utility or touring bikes which come equipped with everything (rack, front headlight usually dynamo, reflectors, fenders, bell, etc) or you can buy more expensvie recreational bikes like road-race bikes or mountain bikes which tend to be marketed and sold more like US stuff without fenders, lights and accessories.
in sum: the US has virtually no market for "city" bikes and although slightly more, a very small market for "touring" bikes. in the less expensvie market (say $500 or less) US customers would rather buy a Wal-mart 30 lb full-suspension "tough-looking" mountain bike look-alike than a "boring" sold city or touring bike with fenders and rack like the Euro style that would actually serve better and last longer...