I thought that at some point RFID would replace barcodes providing similar experience. However, this system claim to be based on cameras and image recognition.
If it truly is based on cameras and image recognition, that would allow them to roll out to already-existing stores pretty easily. That way they could market the infrastructure rather than build their own stores, which I imagine is less risky and more lucrative.
It could but it looks like it might require the shelves to be well organized and relatively static. It also can't really deal with fresh produce and other unpackaged goods or by weight items.