thetarget, if his target market are the fine people of Norway they are most likely going to know the country's personal tld (much like here in Canada how businesses are not afraid to use .ca because most Canadians are aware of this).
As for your comment about searching in google for MPH, again you are not seeing the Norway customer's perspective. They are going to using
www.google.no not
www.google.com (as good generally redirects a user to their country's own TLD to get country specific results). I suggest you look at the second place listing at
http://www.google.no/search?q=mph
Regards,
Jeff