Thoughts on Niantic Project?

I noticed there were stories that hit today about a viral marketing campaign that Google seems to be creating about something they are calling the Niantic Project. The stories were picked up by Forbes and TechCrunch and after visiting I have to admit that it started to pull me in a bit even if some of the videos are a little cheesy.

Current theories seem to be that it could be a tie in to Google Glass, marketing for the Field Trip app that was just released (seems unlikely to me with the launch of that app being a few months back) or maybe an entirely new project from Niantic Labs (the group within Google that created Field Trip).

Anyone else have any thoughts as to what this could be?