Especially americans? The popularity and demand for homogenous american products and services (and other similarly homogenous things from other countries) overseas shows that it's not just "especially americans". What point would that even make? If anything the amount of people and customers of such things worldwide could easily outnumber just the people who live in one country, even as big. Desiring a level of service is not really a "uniquely american" thing. Perhaps there's also some impression that there's some "international homogeneity" that blurs things and makes it seem like it's coming from one place (even though it's a mix), but seemingly "cultural and local" things in other countries can be no less homogenous. Going from one japanese ryokan to another you're gonna experience the same level of homogeneity.