[methodover]

I don't think I've been properly differentiating between internationalization and localization, if I'm understanding your usage correctly:

Localization means doing things like displaying days and times in a friendly way to the particular user? I.e. 24 hour clock vs 12 hour, order of month/day/year in dates. Whereas internationalization is total translation?

I've been using the two terms interchangeably.

And indeed we've noticed what you've noticed: Translation isn't that important. Businesses are using us even in places where English is not the predominant language. Localization however has been really important - it's a nice customer experience to display dates and times in a manner familiar to you.