I can't say specifically as I have no involvement with this project whatsoever. Nor do I have any direct knowledge what they where actually going to do...so this is purely from a "what if" conjecture, as most of us here seem to be coming from. But the question I guess was would they put names and addresses to those logistics (as in, who threw what in those garbage cans they're tracking in the example). And would they use it to argument their bottom line and/or sell to the highest 3rd party bidder? Etc...How exactly did they want to expand on that considerably? I thought they simply wanted to leverage tracking to strengthen the logistics to make the area a better place to live and work (aka, how often do they empty garbage cans).
Again, this is purely speculation. But oned I guess that raises reasonable concerns about it. And if this is already be done that on the internets as claimed, who can say it would of be done more so with this project or not?