When you use the publicity of the emergency services using it to sell your product, it does need to be accurate about its claims. Otherwise lives are in danger. As @cybergibbons has demonstrated recently, What3words are being rather economical with the truth.
RT @cybergibbons
"We basically build [it] backwards - we put ‘table chair spoon’ in somewhere like London, and ‘table chair spoons’ in somewhere like Sydney" - What3Words CEO…


Also when public bodies that run critical services use this type of software it needs to be open source, so that the public or their representatives (security researchers etc) can verify how it's built without fear of being sued. Otherwise the emperor has no clothes.

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