I'd say either NY or London is fine for an international audience.
SF, not so much - and I hate, hate, hate how that reference shows the promise of the internet as a world without locality has been lost and turned into California, with the rest of the world as an afterthought.
(Australian here, for reference)
This awesome mapped survey data has relevant visualizations if you need them:
95. What is "the City"?
a. New York City (46.99%)
b. Boston (2.60%)
c. DC (2.25%)
d. LA (1.88%)
e. Chicago (4.57%)
f. other (41.72%)
(9965 respondents)And the fact remains that the majority of the tech ecosystem is centered around the Bay Area, and hence the majority of TechCrunch's target audience.
And for the entertainment value of indignant inhabitants of the area gasping like goldfish out of water as they prepare to tell you that no no no, it's not 'San Fran' and only someone completely ignorant of the most revered status of their fair (or foggy) city would make such a horrible faux pas :-)
"Frisco" works, too.
The full headline reads "As More Startups Move To San Francisco, Y Combinator Opens A Satellite Office In The City".
Not so ambiguous.
In any case, I'm surprised my criticism got so much discussion. It's hardly novel to call TechCrunch myopic, and not very insightful in retrospect. It was kind of just a knee-jerk reaction to a confusing (for me) original title. It just goes to show how important geography is to people, I suppose.
San Francisco needs their own Oliver Wendall Holmes to come up with something as catchy... or the rest of us can just agree to just start calling it "Frisco", which solves the confusion problem while trolling the city's inhabitants at the same time (a win-win)!
I went to college on the East Coast, and found that I just generally liked being on the East Coast more. I like the cities on the East Coast much more than SF. While I do miss some of the outdoor opportunities nearby, that's not really what I'm optimizing for at this point in my life. Mostly, I love being able to live in a hip, walkable and affordable neighborhood and not breaking the bank.
I also don't put that much credence in the theory that you have to be in the Bay Area (or anywhere in particular) to build a successful startup.
I believe it was a specific affectation of Herb Caen, longtime SFChronicle columnist, to refer to SF as "The City" (capitalized).
Also, the phrasing and emphasis in hometown band Journey's regionally-popular song 'Lights' may help cement the phrase "the city" to mean SF, among locals. ("When the lights go down in The City... and the sun shines on the bay...") It's not just the generic/nearest 'city', but "The City".