A location-augmented cell phone for kids

mymo is a bright coloured plastic mobile phone designed for children and, with just 3 buttons controlling all the functions. The phone can only hold 5 pre-programmed numbers, so kids will be limited in who they can call. There is a location service that allows parents to locate the owner. Why do blog this? I am just wondering about it's going to be used, especially the location feature. I like the 3-buttons thing, it reminds me lowtech remote control.