Besides all the technical things people have mentioned: $150 for what is essentially a really stripped down FRS radio? They gotta be kidding!

Based on my experience with FRS range in even fairly open conditions, with more than 50mW, this "PLB" system has got to be totally relying on some very sensitive and I presume expensive RDF receivers. That aren't out there.

It seems to me almost like selling GPS receivers before the first GPS satellite was launched. Telling people how it would show their location exactly etc. etc., yet there not actually being any means to do that yet.

IOW you are selling safety (and maybe security) that doesn't really exist, it's a false sense and IMO bad because it may prevent you from doing something better.

The vast majority of consumers have no idea how their electronic gadgets work. Even things like cell phones...forget about communications radios or GPS or PLBs. They take it on faith. I am sure certain people are counting on that. People who are informed would not be fooled by this and would get a real PLB, they're not the issue.

If FRS channel 1 became an emergency standard, wouldn't ANY cheap FRS radio be just as good as TracMe, and a bit more flexible too?

I think selling RDF gear for cell phones would probably be more useful to more people, and would save more people. But then this company wouldn't have their own market.
Edit: obviously this would be more complicated as there's many more transmission options with cell phones. I just suggested them because more people (especially kids) have them these days, and probably always with them too.