It’s always hard to customize your technology for a specific culture. Customize your features and UI too much, and you loose the advantages of scalability (speed, cost, …), customize too little and you’re open for local competition that is focused more on how the local market is different.

Here’s a good example: Google India now has a specific cricket item showing when you search for cricket (India is cricket-crazy). (A regular Google search just shows the Wikipedia result for cricket first).

I like it. It’s subtle, culturally-specific and non-intrusive.