it's cloud based as they note SaaS: Conducts the “heavy lifting” algorithmic analysis of the anonymized information and generates an updated mathematical model for the client.
It's also a general question - a lot of the new ML-ish startups seem to do trivial calculations that should be totally doable locally, but for some reason they do them on my butt. Is it because (cynical view) butt-first is the easiest way to monetize users further (e.g. through data) and lock them in, or (less cynical view) it's just like with the big data - people drink the Kool-Aid and think they need a Hadoop cluster to do what could be done equally fast with a shell script?