Am I being overly cynical in thinking that it is actually an ideal tool for building a database of apiary locations?
How so? Do you mean if someone clicks, wherever, on the map it may be recorded? If so, they have a couple of apiaries in the middle of the north sea!
Well, there is the potential within any programme like this to, secretly, record locations that are identified ... and I suppose that information, if collated, would be valuable to potential thieves but it's commercial value, without any contact details being recorded, would be negligible. It may collect the IP address of the computer but I didn't find any cookies being deposited when I looked up my location.
With the hive thefts experienced last year it is no wonder that people view, with scepticism, anything that benefits beekeepers without seeking to charge them, use their details for marketing purposes or target their hives for illicit purposes. It appears, on the face of it, to be purely a philanthropic site and I would be very disappointed to discover that it had some hidden purpose.