Most businesses don't want to touch GPL code, particularly GPL v3. By licensing it as GPL v3 the team is basically saying "no one but students and hobby programmers will ever touch this code."
The fact that the license will probably keep big companies away doesn't necessarily means that the project can't succeed. Just to name some examples on the non OS environment:
-Slic3r, the tool that virtually started the domestic 3D printing revolution. AGPL license, 8 years of heavy development, 91 contributors and more that 6000 commits on github.
-Blender, the powerful 3D creation tool. GPLv2, 25 years, now receiving good financial support from many top-tier companies and from the community.
I don't know if you took a look at the current Low-cost mocap panorama. It's an interesting environment where many changes are happening. We felt like there was a place for a community driven project.