I believe it's like Google when it first started out. We used to think the data Google collected was use for "big brother" business. I think Color.com is trying to be the Google of visual search. If they can figure out where you are and what you are doing, they can deliver better ads to you. The example Bill Nguyen tend to use is a baseball game. Imagine if all the cameras are pointing at a player that just hit a grand slam, Color.com sees that and bring you ads for the player's jersey from the gift shop.