It has a lot of flaws sadly too, I don't have the posts to hand but the big issue is, despite what they said, many plurals (i.e. "hand.apple.dog" vs "handS.apple.dog") are too close to be safe, and if you're on some 2G connection for emergencies (which is how its pushed here)..
..you might not hear the difference.
I know RAC UK (and maybe also AA?) have a very small website you can reliably load on very low Internet connection and send your GPS location through, and making an emergency call in Europe/US automatically sends your GPS data along
All I know is the first time I heard of it and used it I thought, holy shit this is such a good idea. Haven't seen it mentioned or talked about in a long time.