What exactly is the Service Country in System Config?

We’re trying to show slight differences in features between countries.

The Web APIs allow us to read the Service Country* from the platform, like so:

const countryCode = webapis.productinfo.getSystemConfig(
  webapis.productinfo.ProductInfoConfigKey.CONFIG_KEY_SERVICE_COUNTRY
);

This gives us a two-letter country code.

Is this the country the TV was sold in?
Is this the country of the App Store that is active on the TV?
Is this a property we set when publishing the app?
Is it something else?

* Documented here under 1.4 ProductInfoConfigKey

Hello,
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