Well, I don't know what this startup is calling his innovation because I didn't tested its system, but what I understand for landmark based is something like:

+Go straight until you see a school at your right.

+Then turn right(left on India).

+Continue until you see a big fountain.

Is that innovation? I don't know in USA but in Spain and a big part of the world that is the normal way of telling someone how to go to a place, is not so strange that another human being has the same idea than you about doing with a computer what you do without it.

That is the main problem about software patents, people want to have a monopoly over ideas a lot of people spontaneously have.