I don't buy this whole "we use the lighting and audio sensors to detect where you are!" Lighting is so variable and there are no APIs to access said things (like exposure) on IOS devices in any efficient way anyway. I haven't done any true tests but when I fired up the app I got Color HQ which is a good 8 blocks away - not 100ft.
That being said, Bill Nguyen used to work with Steve Jobs so there's probably a fairly high likelihood that if there is secret API's and tighter integration with IOS than normally allowed.
Edit: someone should put a spectrum analyzer near the speakers of an iPhone that's running Color to see if they're doing any sonic stuff like Shopkick. I would but I don't have time at the moment...