I have to say I don't really get it. I mean, the geek in me thinks that this is very cool, but I'm struggling to see what the market is.

I'm imagining this is a technology that would be licensed to OEM manufacturers, like the washing machine example, but I'm not exactly sure that embedded connectivity is the long pole in the tent for these things. I certainly don't see a large market of enthusiasts who will connect them to their own franken-devices and program them, etc. I am probably ignorant and missing it, but I don't understand what problem this solves. If I am going to design a machine of some kind that has the socket for an imp, along with the logic and hardware to use it meaningfully, then why don't I just put my own wifi chip and antenna on the device? Sticking one of these into a camera won't connect the camera to the internet unless the camera has software to use it, right? Or am I wrong? Is that the point? I don't understand.