Hey Richard I wouldn't say Facebook as a competition cause end of the day the igmi app is sure and use only, so users without access cannot view the event or share data, which enhances privacy. The added advantage to the igmi app is that the photos are stored in the hosts side and not the user's hence providing more accessibility.
The Fleet version has the inbuilt GPS and Sim version the consumer edition doesn't have it. Have you checked out the Fuel Book accessory HUD which works side by side with the device
I believe they are looking more as a platform for connected cars and not just a one shot solution, have you checked their Fuel Book accessory HUD it's on their campaign page.
But here the device uses the data to like ping the user if there's a chance for an accident with another Fuel Book user or to detect pot holes ahead, I wouldn't mind the device pinging those details.