Did a little digging and here's what I found out. Apparently Lime scooters and Tile's trackers as well as somebody putting a transmitter in dog collars. So if you become a Helium ISP at least in an urban area there will be a few customers.

But you know what's missing from their website? Where I can buy a transmitter retail to test my hotspot. Maybe you've got to build it yourself and if that's the case technical details like the frequency or a schematic would be helpful.

Lots of times the first people to buy something new when there's no existing base are the hobbyists.