Well, they may publish on their site whatever they want, but if they won't be able to get local authorities' support for their claim, then this is just bluffing. You know, people may get scared and buy a license even if they don't have to, or if they plan to sell derived software products in patent-protected markets like USA. The most convenient way (in multiple aspects) to do so would be to talk with some European subsidiary. The H.265 patents also cover hardware implementations which probably aren't so patent-free, even in Europe.