As I understand it they're aggressively marketing and lobbying to become the standard mapping system in underdeveloped countries without a strong addressing system.

Once they've achieved this (either informally or by getting enshrined in the legal system) they can start squeezing local businesses and the government for access to their service. It's pure rent seeking.

As part of this strategy, it's in their interest to create an unnecessarily unintuitive service so you can't go anywhere without using their app. The three words provide absolutely zero geographic information about the location.

They're about as close to a truly evil company as I can think of. Luckily they seem to have had minimal success so far, as the revenue numbers are awful.