I think one thing that could cause a huge road bump for many is difference of culture in platform. As we have seen here with some ways people choose try and promote themselves via spam linking their blogs. They might consider that practice acceptable as they yell in a market place all day long to “come and buy fresh fish” or whatever it is in their local market but overall our platform does not like that.
Words can also have different meaning in different language and I can see people having to deal with that issue as well. That will certainly be the case when it comes to translations. There have been many companies that found out the hard way their product name directly translated into another language means something offensive or bad.
Someone once on steemit was offended because of my username. I could also see people stealing/name already taken issues. Which will make trying brand things rather difficult if you have to use a bunch of different names.