I am sure once the program is out of beta mode it will be sold... perhaps bundled along with photoshop.
It is a competitor to Apple Aperature if that says anything to you.
It's target audience is professional photographers and is created to ease the work flow of sorting, raw processing and printing of your files. It has a fairly extensive organization ability as well as lots of raw processing which means you can do lots of basic editing while still keeping your raw file totally in tact, and have only one file in the end (instead of a tiff and a raw)