Apple is probably going to launch it in its next generation or the one after that... why would some one buy a 3rd party component after that.. I don't think anyone buys a bluetooth dongle for an iPhone just cause it lets them do more things...
Like a couple others have said in this thread, I think this is more about bootstrapping an ecosystem driven by network effects -- the more people adopt it and the sooner, the more useful it becomes and the more likely it is to actually go mainstream.
Flomio isn't just selling this device; look at the higher reward levels -- they're also selling an SDK and cloud analytics infrastructure -- I think they'd be perfectly happy if nobody needed this because it was built in.
NFC is not mainstream. It may be shipping in mainstream phones, but you'd starve to death in most places if you could only buy food with NFC.