Localization fall through for SQL

gistfile1.sql

CREATE TABLE Content (ContentID varchar(50) NOT NULL, Locale varchar(5) NULL, Value nvarchar(255) NOT NULL)
GO
insert into Content (ContentID, Locale, Content) VALUES ('Welcome','en-us','Welcome to the page. Go USA!')
GO
insert into Content (ContentID, Locale, Content) VALUES ('FirstName','en-us','First Name')
GO
insert into Content (ContentID, Locale, Content) VALUES ('LastName','en-us','Last Name')
GO
insert into Content (ContentID, Locale, Content) VALUES ('Welcome','en-ca','Welcome to the page, eh.')
GO
insert into Content (ContentID, Locale, Content) VALUES ('FirstName','en-ca','First Name (toque)')
GO
insert into Content (ContentID, Locale, Content) VALUES ('LastName','en-ca','Hockey Jersey Name')
GO
insert into Content (ContentID, Locale, Content) VALUES ('Welcome','en','Welcome to the page.')
GO
insert into Content (ContentID, Locale, Content) VALUES ('FirstName','en','First Name')
GO
insert into Content (ContentID, Locale, Content) VALUES ('LastName','en','Last Name')
GO
insert into Content (ContentID, Locale, Content) VALUES ('Welcome',null,'Welcome to the page.')
GO
insert into Content (ContentID, Locale, Content) VALUES ('FirstName',null,'First Name')
GO
insert into Content (ContentID, Locale, Content) VALUES ('LastName',null,'Last Name')
GO

-- The actual query, the first row returned is the best localized value for the given locale (if available), language (if available) or the neutral 
SELECT Content FROM Content where ContentID = $ContentID and Locale = $Locale 
  UNION ALL SELECT Content from Content WHERE ContentID = $ContentID AND Locale = $Language 
  UNION ALL SELECT Content from Content WHERE ContentID = $ContentID and Locale IS NULL

I assume the Insert statements should have "Value" in their third field? And the Select should be SELECT VALUE ?