Not that many of us need a new carbon commuter and I think they could do a better job with the tracking of a lost bike (won’t be many of these on the road at the beginning), but an interesting concept nonetheless.
It’s pretty hard to do the tracking better. You’d need to use GSM or some other global communication protocol, which means you have to have a contract with telecom providers everywhere the bike might end up. That makes it expensive since you need long term contracts and all. You could have a phone app for anyone to use though so that if anyone with the app passed by your bike it would trigger an alert, but then you need people to sign up for the app despite not having the bike. There was an attempt at something similar to this that was integrated with the seat post, so anyone could buy just the tracker (and a subscription?) at some point, but I don’t think it really took off.
It seems like it’s one of those things that’s bound to fail because it needs mass adoption to work well, but once there’s mass adoption, thieves know about it and it’s easy to remove the tracker (or short the electronics or something)…