The point of the regulation is to prevent things like charging foreigners more products or services that will be consumed in-country. The example covers the scenario of "Well what if I'm in a different country than a vendor making a purchase (in which case it is okay for the vendor to charge more), but what I am purchasing will be obtained/'consumed' in the country of the vendor (in which case it is not okay for the vendor to charge more)?" And in that case it's also against the regulations to charge more.
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Rule: "However, if you buy goods online without cross-border delivery – such as when you buy something online which you intend to collect from a trader or shop yourself – you should have access to the same prices and special offers as buyers living in that EU country."
Example: "Hilda from Denmark wanted to book a hire car in Spain for her summer holidays. She chose the car she wanted to book on the website of a Spanish car rental company. However, when she entered her address to finalise the reservation, she saw that the total price for her car rental increased by EUR 140. [This action is against the regulations.]"
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Rule: "However, if you buy goods online without cross-border delivery – such as when you buy something online which you intend to collect from a trader or shop yourself – you should have access to the same prices and special offers as buyers living in that EU country."
Example: "Hilda from Denmark wanted to book a hire car in Spain for her summer holidays. She chose the car she wanted to book on the website of a Spanish car rental company. However, when she entered her address to finalise the reservation, she saw that the total price for her car rental increased by EUR 140. [This action is against the regulations.]"