*non-Chinese customers*

Samsung used snapdragon for the us and China, and exynos for the rest of the world, since ages ago.  Even the note 9 had this, and possibly even earlier versions.
They are saving money on the non coins and Us customers, by giving them an exynos which heats up more, drains battery quicker, and is slower.

"Historically, Samsung has released its flagship phones primarily in the US and South Korea with the latest, high-end Qualcomm Snapdragon process"

Historically Samsung used its ownExynos SoCs in Korea, the change to the Snapdragon was done only two iterations ago with the S20. Historically the main markets for the Qualcomm-equipped S series were the US and China. Nowadays they can keep getting away selling the Exynos only in Europe because our average phone user is older and less sophisticated than the average buyer everywhere else, even relatively low-middle income countries like India have younger and savier consumers.