Actually, based on AppStore market experiences and people's rating behaviour, I can confirm that localization IS an important issue for a surprisingly large number of actual or potential buyers. In the German AppStore, there are numerous comments from customers who state that, "I really liked this game, but since it's not in German, I only give 3 of 5 points instead of all five stars."
Moreover, I've done some localizations (from English to German) for commercial AppStore games/apps, and the developers reported substantially increased sales in the German speaking AppStore regions. This may partly have been due to the also translated AppStore descriptions, though, so it's not necessarily easy to tell which had more impact: the German AppStore blurb or the in-game localization.
I don't know whether it's "more important" than some other feature that Ashley could have added instead (it's probably a little subjective), but we don't know how much (or how little) time it took to put this in and if there could have been something "better" in its place. I get this a lot at work when we add a new feature (that took a couple of hours to put in) to our software and people are all like, "But why did you spend time on this and not on THAT feature?", with "THAT" feature something that would have taken days or weeks (and a ton more resources).
As for betas having bugs ... well, that's why they are betas. :)