Also, the US is basically the best market for everything (fortunately or unfortunately), so even if you start in Latvia, the next market you enter will probably be the US.

This is because it's relatively open and has lots of people speaking a common language, with a (mostly) common regulatory system so you can spread the setup costs over a much larger market.

Compare to starting in Ireland and then hitting the UK, France, Germany, Poland etc. Each of those countries will incur startup costs but the market size is smaller so you'll make less profit (all other things being equal).