They are not the only company implementing this concept. It's inevitable that as Bitcoin reaches critical mass and governments start to want to implement taxation and regulation, that someone somewhere is going to legislate for correlation of bitcoin addresses to people or legal entities such as corporations. If it happens sooner and voluntarily this will help Bitcoin enormously, as people will then be able to send money to a bitcoin address with a high degree of confidence of who they are sending it to, thus avoiding the anonymity scams that are plaguing Bitcoin at moment.
quite the opposite, if bitcoin addresses are tied to people identities, either legislatively or technologically, it will be the end of bitcoin. read original satoshi's article. no one (except maybe exhibitionists) wants all his transactions to be public, that's why services like bitmixer.io are critical to bitcoin's success.
