It sounds like a similar idea to what Atari launched. https://atari.com/pages/atari-vcs
Let's hope Steam put a bit more effort into it than Atari have.
In the US -- getting the main page of the site. So either it's a CDN thing, they brought the site back up since the original post, or it is indeed region locked.
I can access via a proxy, but not from a European IP address. Seems strange to not even show an error page and just block entire regions from accessing the site.
Google Now is great if you travel a lot by road and have regularly occurring destinations and/or at regular times. It has a great ability to predict "Are you going to xyz?" - If you answer yes, it already knows where you are going and presents the satnav all ready to go with traffic reports etc.
I find that so so handy.