It essentially replaces telling someone verbally where you are. For breakdown assistance they can now get the customer's exact location without that person needing an app or trying to describe their location. The same goes for delivery or emergency.
Not needing an app to share location to a requester is cool. I didn't immediately get that this was what the app was for either - the fact that the user doesn't need an app is hidden from the frontpage under the 'more' link. I think if I wasn't motivated to find out what this was for I would have just skipped on to something else. Would suggest amending the frontpage so that users are bashed over the head with this right from the get-go.