Whether this article is a puff piece, i think is less important (though it sure seems it to me). The important aspect here is that for some people GPS is failing them; and to me it's an UI/UX problem.<p>For example...Why do developers use text names for variables in their programs, and why don't they just use binary - which are clearly more precise? </sarcasm><p>If this is in fact a proprietary thing, then I really dislike that. If something is actually, supposedly this useful, then it should be public domain. However, I'll give credit to the founders of what3words for attempting to solve an issue that they ran into (to scratch their itch as it were). Would "fixing" the delivery issue with the government service (postal service in the original case) be the appropriate solution? Would better UI for current GPS apps be another solution? Maybe, probably...But the founders took a hypothesis and ran with it to test it out; kudos to them for that. Clearly, it is working for some people. While no one might argue for the benefits of precision that conventional GPS coordinates bring, what is clear - in real life - is that some people could benefit from an alternative UI for describing their location.<p>So, a puff piece, yeah sure; it seems it to me. Nifty and novel concept for using an alternative "language" for indicating and describing location; yep. Is it great? I guess we'll see. Does it have to be a whole, different thing, or can it be a layer on top of legacy GPS? Who knows?<p>Do <i></i>YOU<i></i> have a better alternative???