The marketing seemed to be centered around reducing the risk of a lost pet. If this is truly the goal, having a crowd sourced mesh network for recovering a lost pet seems like an ideal feature.
There are too many hoops to jump through. The person who finds the dogs needs an iPhone. They then need to be able to figure out that the tag requires an app. They then download an app to receive a notification from the tag. Then you somehow figure out that the dog is lost and display reward information. You reunite dog with owner. The non-dog owner somehow keeps the app around for the next time they find a dog?
Alternatively, you can just write your phone number on a dog tag.
Additionally, I don't see anything on the tag that explains to people that they should download an app for owner information.
Thanks for the feedback. There is also a code on the tag that you can text to get info about the dog and also texts the owner. We are still working out the bugs on this though... But maybe I should add to FAQ on website?