It sounds like their location based targeting sucks. Spotify has the same problem for me - it spams my playlists & recommendations with songs that I have never, ever shown the slightest interest in purely based on location.

This seems to be a common theme in the industry. Recommenders heavily overweight location - an incredibly general factor, even in the presence of troves of specific, individual level data. Goes to show how little basic reasoning really goes into how these systems work.