A few reasons.
First the company. The fact that startups have realised a future of cash involving different hybrid physical technologies is important. Activity in this space shows that people take cash and its unique social properties seriously and will invest in it.
Secondly, the advance in cash technologies generally. Super thin "smart textiles" open up a new world for cash. If you think about it the technology that already goes into bank notes is amazing, but it's mostly aimed at anti-counterfeit. We had a brainstorm over here to few months ago to talk about hybrid physical cash. Ideas like using e-ink to display the current stored value, "paper" notes that could be debited, zero knowledge proofs to show the bearer has funds and title while both parties remain anonymous, ways to turn GNU Taler into hybrid cash, "contactless cash"... and much more.
Lastly, while I am not a fan of Bitcoin for environmental reasons, I think that visible/tangible forms of cryptocurrency are an important piece of the jigsaw in bringing widespread acceptance and usage of next generation cryptocurrencies, because they have important social implications for freedom and democracy.
As it is, it may not be a success (the phone verification is already a show-stopper for me precisely because I want digital cash that works independently of smartphones) - but first movers lay the groundwork for the future, so I'll be watching this.