Great photo and great description leading up to it!

What3Words is interesting. I looked for more info on their company, and their About page didn't say much. Their Wikipedia entry has more. If their apps are free to use, then they're presumably selling location data to someone. At least they're from England and not Silicon Valley, but I still wouldn't trust them.

I noticed they're covering the world in English words, and was pleased to see that one can get three word addresses in other languages.