I guess they are going after the billions of golf balls that don't yet have IP addresses. Just think if every golf ball could talk to each other and to all the golf clubs knocking them around. Lots of ways to improve your game with access to all that data.
What is the best way to avoid that sand trap? Just ask your golf ball to talk to all its friends. Maybe your club has some advice on your follow thru. I see a big market for the Internet of Golf Things (IoGT).