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.