Huh, strange, I must have missed that paragraph. Totally sounds like you're right.

This actually blew my mind quite a lot.

Color is a damn good proposition and ironically a company that shouldn't pivot and the founder should be stubborn and force his idea down peoples throats. I really really like their end goal idea, and feel like they could get there with a lot of very clever execution.

Most of their technology is in location. Such as the piece that listens to your microphone and can identify the specific location you're in better than GPS does.

They just need to find a "disease vector" (photosharing? music sharing? sexting?) to get people to use their location technology and make themselves available for tracking and advertising.