This is nothing new, but they appear to have packaged the offering to an audience not served by their competitors, though the quote about it being appealling to car geeks is suspect to me. Assuming they are having successful sales, this could be a good example of taking a well-defined product, targetting a completely different audience, and cutting out/focusing on features that will resonate with this audience.

For reference, take a look at the leading OBD-II iPhone app Rev (http://www.devtoaster.com/products/rev/). I've actually owned and enjoyed this app for the past 2 years. It pretty much does everything. Anything you can do through the OBD-II port, you can do, and customize completely to how you need it. It also does the CEL lights, which is pretty standard. But selling to auto enthusiasts, this app focuses on the performance features.

No car geek would ever recommend GoPoint over Rev, but for someone that's interested in environmental impact and fuel economy, GoPoint's simplicity and price clearly wins.