Digital Home Thoughts: Eye-Fi launches Eye-Fi View

"Eye-Fi today launched Eye-Fi View, giving people a new way to access their photos and videos from virtually any computer or mobile device. By simply logging into their Eye-Fi account from any device, users can view photos or publish them on the web."

Given that Eye-Fi supports direct publishing to various photo sharing services like Flickr and social media services like Facebook, I'm not seeing the point of this. Maybe someone can enlighten me?