what is so cool about this? As a user I already know my IP, my browser locale and probably I can be more accurate on my location. I know where I came from and

what is so cool about this? As a user I already know my IP, my browser locale and probably I can be more accurate on my location. I know where I came from and what browser I am using on which OS. As a site owner I already have this info from the http headers and implementing a reverse IP geo mapping is not a big issue. So? where is the groundbreaking stuff? perhaps in the payment scheme ...