Eventhough I'm always thinking about security, somehow this service makes sense. Social media's are going to direction that people want to let others know about every step they take, so this makes it even easier.
Cool kids and wannabes can try let every one easily know that they are visiting hippy places or buying cool stuff.
Let's see how this takes off, but I would guess quite well.
Here's ad from Swipely:
Swipely from Swipely on Vimeo.