The idea was to find ways to reduce the carbon emissions caused by delivery trucks in cities. By utilizing people who are already going through a location, that's one less trip.
Bill Barol at Forbes is a little skeptical:
"It's a neat concept, with a few caveats. It seems a little grand to identify it as 'crowdsourcing,' as the trends consultancy PSFK does; it could just as easily be called 'getting kids on the bus to do your job for you.' Also, I'm not sure anything could be as much fun as the people in this promo video seem to be having..."