Have you heard anyone else talking about it Fishy?

Nope. But then, maybe we're the target market

It's just knocking down another chink in the wall of national identity as yet another multi-national ignores our differences.
Well, to the extent that's true, it's plain old bad marketing, and will result in loss of sales in the country(-ies) concerned. And it couldn't happen to a nicer bunch.

Having said which, I quite like Gap stuff. Damn.