I'll piggy back on you comment, since mine is very similar. I don't see this as a worthwhile product for more than a year. This is purely speculative but Apple will implement this tech themselves, if it catches on, or they'll release something similar and exclusive to the iPhone (highly doubt the latter). My gut tells me that iPhone 6 will roll out with NFC, and this product will die the second it does.
Flomio was doing other NFC stuff before this, and considering the mentions of the SDK on the kickstarter page, I think that's their real play. I think they'd be perfectly happy in a world where this product isn't necessary. In the meantime, this is necessary to drag Apple devices into the small but growing ecosystem (and the utility of the NFC ecosystem is largely driven by a network effect, so this bootstrapping is important).
They may, but people have been saying they'll launch NFC for a couple years now. It hasn't happened. This can help fill that void and build the NFC ecosystem for when they eventually do.
