File this under: why not?
The project grew out of the British design firm Mint Digital, which created a special program for recent graduates called The Foundry. Their four young recruits were asked to "Make something connected to the Internet that doesn't live on a screen." We think this air freshener counts.
I poke fun, but I actually like the project. It's another clever demonstration of what happens when you integrate the real world and the Internet through open hardware. We haven't quite figured out what useful things can be done with these kinds of integrations, but I'm not sure that matters. What we have is young people messing around to see what can be done. That's a good thing. Eventually someone will stumble on an application that feels necessary not just funny.