Why do business people try to push business standards as technical solutions? That's not what standards are for, they are for technical problems. It looks like DRM to me: a technical solution to a social problem or a broken business model. TL;DR: there are existing solutions, micro-formats for example.
But then how will fesja be able to tell everyone "Hey, I created a web standard! /flex" You're right. No research was done. Author just threw information that he thought was important into a text file and called it a day. RFC 5785 says to put the file into the .well-known folder, the author only thought about United States addresses when making this, and as you stated the problem has already been addressed.
The only thing I know is that there is a problem local businesses and website providers have. And there isn't an efficient solution yet. I've propose a solution so we can discuss it and see if it makes sense. That's where we are now.
About going international, I'm from Spain, so of course I will be the first one interested in having an international "standard". People are already giving suggestions in github!