Niche marketing: a segment neglected/underserved by big players, with strong communication ties within it, that can spread to related markets.

Portuguese is the main language of Brazil, and adapting to those speakers and customs may lead to Portugal and the other seven Portuguese-speaking nations http://en.wikipedia.org/wiki/Portuguese_language I expect it might also lead to Spanish speaking countries better than does English. BONUS: Brazil's developer community was strong enough to produce Lua - other non-English speaking countries with a similar claim include Japan (Ruby) and the Netherlands (Python). (Though to be fair, internet collaboration overshadows local community.)

Counterpoint: the popularity of Google's Orkut in Brazil didn't lead to other markets... so it might be a tricky strategy to pull off.