To clarify, it's not the temperature unit per se, that's just the visible (and common) manifestation of the underlying problem - a website that ostensibly supports an international audience, with geo-location and a dozen language options, gets the basics of i18n wrong. Other examples I've seen are automatically switching to the wrong currency or having wrong translations that are obviously automatic.
I have no problem with websites that are clearly aimed at users from a specific country, which is often the US. That's fine. But things like this really erode my trust in a site, in my mind it creates a suspicion - if you explicitly show me you can provide services in my country and then get the basics about my country wrong, how can I trust your service works properly here?