Default [Q] Google Now cannot be activated since KitKat upgrade

I've always been able to use Google Now on my Xperia Z1 on JB. I've updated it to the latest KitKat version and I can no longer activate Google Now. It says I need to activate Google Location Reporting and when I go to activate it, it says "Google Location Reporting is not available in my country."

Now I know Google love to block availability of products on a geographical basis, I.E USA only....

I just find it odd that it worked on JB and now they've locked it down in KitKat.