Vultr may be a good alternative. If you want to search VPS prices across the 6 major clouds (gcloud, aws-cli, hcloud, az, doctl, and vultr-cli) I made a wrapper TUI that lets you search, sort, and rent VPS.
See it here: https://tui.bluedot.ink
I feel like a huge selling point of Hetzner is that they're based in Europe, and they're themselves citing that as the reason for a huge uptick in sales and new users. In that context, I don't Vultr is a realistic alternative.
What's behind the European push?
Obviously the US pushing absolutely everyone away and making EU and Europe the new enemy, so now we here want to reciprocate that and feel the need to move away from US infrastructure ASAP.
Personally I've been on a personal quest to minimize my usage of US-based services for many years already, but right now it's even part of the mainstream conversations, so seems to be ramping up, finally.
Personally I do it because it's better aligned with what kind of future I want, and not wanting to support hyper-captalism environments anymore.
If a provider has higher margins, they may choose to eat some of the cost. But I would not expect that to be the case across the board