I personally don't understand the use of the UK link. It's only the front page that's minorly different and no link to the Axiom message board. And in the UK, they speak English, so it's not like the website is becoming more accessible.
I'd rather concentrate on making the site in a different language. Spanish, Chinese Mandarin, Italian, French, etc... To have these languages available on their site would greatly improve their chance at targeting not only foreign markets but landed immigrants in Canada and the US, of which there are many millions.
