> in marketing materials mainly targeting North America and Europe
Except that the rest of the world sees the exact same internet and the services are available online through the world wide web, something anybody from anywhere (barring cenorship) can see.
Even if Cockroach Labs delivers a different website to people outside North America and Europe that don't reference the seasons, the rest of the world will still manage to happen upon either those materials of other people who reference the naming scheme used by those materials.
Why not save the hassle and just not bother with the season naming at all? There's enough evidence from the comment section to show such a scheme was insufficiently thought through for an internationally-available product available online that likely has an international community of users who will very likely chat amongst themselves, referencing marketing material not intended for everybody's consumption.