To me that’s clear. Firstly most of their target audience has no knowledge of what a URI scheme is and only care about the three words. Secondly would be the branding ///x.y.z is subjectively better branding then w3w://x.y.z
Their whole "business model" (in quotes because thankfully it doesn't seem to be anywhere near profitable) is to convince naive people that they're the good guys helping emergency services locate people, that their system is flawless and that they're the first to solve this "problem" so they can then rent-seek from GPS/mapping developers once enough idiots swear by this system and start demanding it as a feature.
