Will new SONY GPS device start the trend?

PhotographyBLOG has a report of the announcement from SONY today of the GPS-CS1 GPS Device that will be available in September for $150. Thought this is not technologically revolutionary (you can buy a portable Garmin GPS for about $100 and use software like Picasa to link your photos to Google Earth or Google Maps) what is significant is that finally a major camera brand is going to promote the combination of GPS and digital photography. It looks like it might be tied to working only with SONY digital cameras which would be really unfortunate (for me since I have three Nikon Coolpix cameras). There is software that I've referenced before like GPS PhotoLink that does the matching for you but it is $995.

Is this a tipping point for GPS photography? Almost every new photo sharing site I look at has some form of manual geotagging thanks to Google's open API. I like the accessory path for early adopters but ideally you would like this built into the camera.