> Only a few companies are global, so only a few of them should optimize for those kind of workload
A massive number of companies have global customers, regardless of where the company itself has employees.
For example my b2b business is relatively tiny, yet my customer base spans four continents. Or six continents if you count free users!
(I believe) OP's point is about a company being global relative to amount of users, not just their geography. If you have single digit thousands of users or less, you still don't need those optimizations even if those users are located all around the world.