Chip and PIN, at least in the US, is useless right now because virtually no merchants have the equipment. As for the browser plugin that generates a unique number for each transaction, PayPal had this in 2008 and closed it down. I'm not exactly sure why, but if they couldn't make it work, I have my doubts about newcomers being successful with it.
The one interesting thing this card can do is disable charging to the physical card number when it is seperated from the phone. Of course that will be annoying when someone wants to buy something after they have left their phone in the car or had their phone lost or stolen. It's also unclear if simply running out of battery on the phone would disable the card. If my understanding of their system is correct, it would.