Their whole "business model" (in quotes because thankfully it doesn't seem to be anywhere near profitable) is to convince naive people that they're the good guys helping emergency services locate people, that their system is flawless and that they're the first to solve this "problem" so they can then rent-seek from GPS/mapping developers once enough idiots swear by this system and start demanding it as a feature.

The only reason we're talking about them is how marketable they have managed to be.