The fundamental physical limit to latency caused by the speed of light is gleefully ignored by many web "application" architects. Apps that feel super snappy when hosted in the same region run like molasses from places like Australia. Unless the back-end is deployed in every major region, a significant fraction of your userbase will always think of your app as sluggish, irrespective of how much optimisation work goes into it.
Some random example:
Azure Application Insights can be deployed to any Azure region, making it feel noticeably snappier than most cloud hosted competitors such as New Relic or logz.io.
ESRI ArcGIS has a cloud version that is "quick and easy" to use compare to the hosted version... and is terribly slow for anyone outside of the US.
Our timesheet app is hosted in the US and is barely useable. Our managers complain that engineers "don't like timesheets". Look... we don't mind timesheets, but having to... wait... seconds... for.... each... click... is just torture, especially at 4:55pm on a Friday afternoon.