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Saying Finns are shy can work well enough for a shorthand, but I'd say it's more about the sometimes absurd levels of self-restraint and respect for other peoples personal space.
Might look a lot like shyness for you, but then again a lot of Americans have a strange problem about being nude in sauna with strangers. I know this might seem a bit of a strange "suggestion", but a little alcohol will probably allow him to express himself better.
It can drive Americans crazy that things are so open-form, slow and just plain vague.
This is an excellent example of the circular economy concept, based on buying a service rather than a physical product.Could just be his personality, who knows, but the situation might not be hopeless, if you guys work on it.