Never heard of it, but per your recommendation I watched the intro video. A bit off-topic but... I never have seen such a horrible product video. I couldn't hear most what she said, not only because of the bad presentation but also because of the unnerving background music that makes the speech even more inaudible.

Now it looks like im totally grumpy, but the concept seems nice. Just a reminder to beeminder to delete that awfull video clip.