This is particularly true for non-geographically targeted traffic. I'm the ideal customer for this product, but given that I live in Canada, any cent spent to reach me is wasted. I won't pay $40 in shipping for an $18 product or even a $35 one.
This is Arvind - one of the co-founders of MyLikes. We do offer location targeting (all the way upto a metro level). In this case, his campaign was paying only for US clicks - (our system guides and publishers self-select since they are only paid for clicks from the location that the advertiser is interested in).
That's a great feature, Arvind. I'll keep MyLikes in mind.