What Three Words? “What’s, The, Point”

I came across What three words a wile back, and being a quite news period there was another article on the BBC website about it over the weekend.  What Three Words is a proprietary ‘location’ system using three unique words as an identifier to a 3m x 3m square anywhere on the planet.  This apparently is a game changer in locating people in an emergency.

So I have to ask how does this make things easier?

Now I do understand that it is easier to tell someone three words than it is to give them a series of co-ordinates, especially under the stress of an emergency situation.  But the proprietary / completely closed aspect of WTW is the thing that concerns me.