Professional camera systems (Nikon, Canon, Olympus, etc.) have been attempting to do what Eye-Fi Pro does for a couple of years and all of their solutions are clunky. Eye-Fi is not a tool for people who do not take photography seriously. It uses technologies that will require some understanding of computer setup. You need to setup a wireless network, setup your sharing sites, storage path, etc. It could not be any easier, but that is sometimes not easy enough for casual users of computers and technology in general.
If you are a little knowledgeable of computers and technology, then this product can make the process of getting your photos where they need to be so you can share and edit them. It takes care of one of the things that many people have the most trouble with pictures; putting them on your computer.
The Pro version was an automatic buy for me. I have been waiting for a "Pro" version because I shoot RAW and the previous products; while great, wouldn't do anything more me without RAW support.