Actually it's not just language, a lot of startups are US focussed which can be frustrating when you'd love to be their customer, don't mind using English etc.

Of course, with things like deals sites and so on, you might need to have localised sales organisations busy in each supported market.

But I wonder how many startups simply choose the English language/US market to minimise complexity and risk? (Nothing intrinsically wrong with that, but it does open the door to copycats)