Same with languages. It's incredibly annoying when pages try to guess what language I want by my location, I rather be asked.
Same with marrying the language to the country, if I want to buy a flight from Germany, don't change the page to German!
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No need to be asked. The browser sends the Accept-Language header depending on the language set in the browser's settings, which defaults to the OS language for the browser installed by default (other browsers will ask at installation).
In other words this header is the most reliable piece of information to know what language the user wants. Somehow big tech decided IP geolocation is more reliable.
Asking is more reliable. There is no reason for a site to believe it should translate stuff for me just because my browser's interface is in another language.
Do use the header, but always be open for the user changing the language too.
Amazon is particularly irritating for this. If you use, for instance, amazon.fr, the UI is only available in French, even though it's mostly a translation of the English UI on amazon.com.