It is not a "toy". It may not work optimally as of yet, but fast and easy electronic transmission of images from dedicated cameras through the internet is hugely important and Snapbridge can do it more fluidly and transmits images even when the camera is off and you don't have to waste time reconnecting the camera and phone every time you want to use it.
Online transmission of images is a part of many professionals' everyday work. This is not just photography professionals but various fields where photographs are used as technical records etc. I can easily list a
dozen fields where the mobile phone is not ideal as a camera but fast transmission of screen size small jpgs from a proper camera is useful and crucial to efficiency and minimizing delays. I would imagine many non-PJ professional photographers will edit their work on a proper computer but for PJ, medical, forensic, law enforcement, engineering, science, etc. any situation where a record shot is needed and is to be sent immediately, I imagine Snapbridge is a useful step forward. It may be a prototype but nevertheless it is an important tool. Of course it has been primarily developed because normal people no longer buy dedicated cameras and so without fluid electronic transmission the company's future is bleak.