They covered it on the BBC's click show. http://www.bbc.co.uk/news/technology-34872563

Thanks, that's much more informative than their website.

From the description, this doesn't seem like a Bitcoin miner, but rather a completely different virtual currency that is simply given to you based on the number of steps you walk.

> Q: Am I paid for walking? > A: No. You are generating money by walking on your own.

Generating sounds like mining. Bitcoin is of course out of the question when we are talking about cpu mining.