I like the idea of collecting physical data (things) into a big cloud database (square). It is super efficient compared to traditional methods. My only criticism would be the UX/UI isn't the best, especially on mobile. But I'm sure that will get better over time. One thing that could make this service better is to show off some stats (e.g., total devices connected, active devices, etc.). That way you can see who is doing what with it. Overall though, I love the idea behind this.