I manage a website that has different Web pages that use the same URL structure, and I don't use = & ? But depending on your location we will show you different links. Let say you are in the UK and you are on the page men/Polo.com, since you are in the UK it might show darker Polo pages and you might like to click on it, and if you are in the US, it will show different links.
Also the page men/Polo.com uses the same URL structure and the same content. I was wondering if that could hurt my rankings cause I don't know which link the Googlebot will crawl.