The laws are actually quite uniform, it's actually easy to release an app in multiple languages using one company in the UK, for example.
The hard part is getting partners or marketers everywhere, making sure they understand what you're trying to accomplish, making sure they don't rip you off and start their own clone with all your users and somehow providing support for all those people speaking different languages.
And of course, then there's the payments - receiving/sending payments is very hard, every country has their own preferred method that does not integrate with others at all.
I believe he means homogeneous as in "speak the same language, share a similar culture". If you tell a French person he's exactly the same as a German person, he will probably disagree.
The hard part is getting partners or marketers everywhere, making sure they understand what you're trying to accomplish, making sure they don't rip you off and start their own clone with all your users and somehow providing support for all those people speaking different languages.
And of course, then there's the payments - receiving/sending payments is very hard, every country has their own preferred method that does not integrate with others at all.