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EMEA means "Europe, Middle-East & Africa" I believe? Why would that imply the author is particularly familiar with British idioms? I'm from that region and have never heard of that until now.

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I guess I was focussing more on the "Europe" part of EMEA: apologies, that was Eurocentric of me.

But the UK is the most populous English-speaking country in Europe, and the second most populous in EMEA as a whole (after Nigeria), and the only English-speaking G7 member in the region. If an EMEA-based company is looking to do business with UK customers (which I don't doubt is a less enticing prospect than it was, thanks to Brexit), it would be advised to avoid associating itself with the word "cowboys" in anything other than a literal sense.

Jein, as we say in my part of the world. Working on IT projects in German-speaking countries I’ve quickly found that English is often the lingua franca of a team made up of both German native speakers and random other Europeans. Euro English is not the same as British English: you get a crazy mix of both British and US idioms not to mention an influence from the Indian English dialects when team members have family roots on the subcontinent. British English is one of the dialects spoken and understood in Europe but not the only one and probably not even the most widespread.

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