I'm guessing when the user takes a picture of yourself near a logo/brand, it automatically offer deals/ads based on the fancy proximity guessing thing. The company seems to be trying to build up eyeballs at this stage.
The high price tag mean they have several patents + trusting investors + solid plan, etc. It's similar to Facebook (Zuckerberg has patents of his own I believe).
Assuming they have a back-door API - this could be a freaking BOON for intelligence gathering arms that are seeking to know the surrounds of anti establishment types.
Further - wait until you apply spatial modeling capabilities (what was that MS tech demo called?) where you can start building 3d navigable models of spaces that all the data collected in that 100' radius allows.
Dont think the military is doing CRAZY things with optical intel:
"The system can also be used for general night vision; it can follow bats five miles away in darkness."
Cool but take a look at the links that I posted which are years old. The fact is that there are amazing technologies employed in certain military and defense research projects that when coupled with todays consumer internet applications have unbelievable capabilities... As a former employee of Lockheed - I can assure you I am not the only person who believes this...