For what it's worth, it works both ways. Living in SIN, I run into issues sometimes trying to book flights if I'm in the wrong 'store'.

I just tried to price in USD a flight from SEA to SIN one way and it was pricing at ~$1250. It forced me to change to the SIN 'store' and repriced the same flights for S$999 (about $800 USD). It also gave me lower fare buckets on two segments than was available on the US store (though all W or higher in both cases, though I did not specify in my search).

Oddly, I would have rather paid in USD for other reasons, but if that's the way they want to play it, OK...