One of our resellers came to us with a customer who wants to set up region-specific pricing for an online store. He insisted (even though we thought it was a bad idea) that it all be done automatically with no choices available to the user in case people pick up his products on the cheap from cheaper regions, so we had to try doing it with licensed IP-to-location data.
As we've seen, this first data set is not nearly good enough, and it remains to be seen whether other (more than likely considerably more expensive) datasets will be affordable enough. I'll reiterate that we did tell them it was a bad idea in the first place.