They have been and will keep fighting tooth and nail to keep the algorithm and associated database proprietary, copyrighted, patented and under every kind of pr

They have been and will keep fighting tooth and nail to keep the algorithm and associated database proprietary, copyrighted, patented and under every kind of protection they can afford. In parallel, they invest heavily into PR, such as feeding story-starved journalists their marketing pitch. The point is to get adoption and network effect, locking users (e.g. Mongolian mail service) into a monopoly that they can eventually leverage. Since no one but them can (or rather is allowed) to do the conversion, they request payment per lookup/coordinate conversion. There is nothing novel or innovative about their algorithm, it's downright awful in some regards, and there is little benefit to actually derive from the system in the first place (compared to established open systems). They're just really good at PR (and takedown notices) - that's their real business plan.