I'm sure it's both. They're not going to run tests in a market they don't think is predictive of a broader population. Also, US-centric companies tend to be U

I'm sure it's both. They're not going to run tests in a market they don't think is predictive of a broader population. Also, US-centric companies tend to be US-centric. (Netflix is based in Silicon Valley.) Running a test in a small Latin American economy feels less risky than somewhere like the US (or even Europe), where mistakes will be loudly noticed by personal social ties and the English-speaking media at large.