Gecko Landmarks is working on an easier way of giving directions. The theory behind their madness is that “everyone thinks in landmarks”. They took this idea and ran with it. In fact they have run all over the world with this idea. They have now collected landmark data for every country in the world. Most of this data is now available in the Gecko Landmarks API.
Search engines such as Google have been making life a lot easier for developers. They have huge development resources that startups just don't have, and when they make their APIs available, everyone benefits. But when it comes to using APIs, especially AJAX APIs, it can be a challenge for developers to use these in a search-friendly way.
Once you get beyond the most basic map mashups, you'll run into a problem with data storage and access, because you can't hard-code hundreds of markers. It's a problem that SimpleGeo wants to fix. And from the looks of their new platform, they've gone beyond expectations.