Screaming Penguin - Source Does Matter

For those of you that don't have the Bowlingual doggy-to-human speak adapter, the title is "Check out the new Bowlingual thingy from Japan that turns dogs' barking into human speech."

Apparently this technology turns barks into things like "Yer pissin' me off."

The article says that people are skeptical until they are shown a demo, and then they are amazed. My question is what the hell is the control? Dog barks, computer says it means "foo." What now? Can the dog verify that's what it meant? It makes me curious what the hell kinda demo these guys are doing. Also what the hell kinda people are dropping 120 USD on this.   CNN article