That's all fair enough. And let me just include the first part about North America in there and not also pick the fight about Canada being mostly in that same cultural bundle because this thread is already trolly and angry enough.
I think if this thread wasn't such a hassle it'd be interesting to pick some of that apart, because I do think the marketing is culturally bound, not arbitrary (if it was arbitrary it would have worked in the places where it didn't). I do think it's obviously hard to argue about the identitarian bit you mention, though, because... well, look around this thread.