My guess is that the real money here is in a product placement advertising model, rather than licensing the platform.

They'll get some valuable patents for technology they develop, and a few hundred bucks each off the few hundred people who want to broadcast their life 24/7/365. But a big .tv-star will be able to bring in $K a day just to test a Segway, show up at the right restaurant, attend the launch party for a new startup, etc.