I was noticing on their Facebook page that when asked if It was free shipping outside the US, they said they offer the 10% option for those that don't live in the continental 48, and that it was comparable to free shipping.
Of course, anyone who knows shipping costs knows that's totally false. I put together a basket that cost $120 and my shipping was $110 to where I live in Ontario (not far from Watertown, NY). I'd only save $12 with the 10% off and that's not even close to the cost of shipping.
Now, my parents and family live in NY, so it's all good for me - and you can get a US Shipping address for cheap, but for those who aren't as close to the border, it's hard on the wallet.