Eye-Fi, The First Wireless memory card

I was perusing yahoo today and ran across a story in their tech news pages about a new memory stick that has everything you need to transfer photos from it's storage cache to either your computer or to any of the social networking or online photo sharing sites. The company is called Eye-Fi. So the premise behind the technology is that the card connects to your local wi-fi connection, I'm assuming it can be setup and burned into the ROM of the card when you set it up, additionally it support most of the popular encryption standards for protecting the wireless data that will be being transferred. I think this is pretty great, there is no need now to plug your camera into the USB port to transfer photos, or have any sort of external hubs that accept the SD card from which you can then transfer the pictures. However, how safe is this? I mean most people these days even with the proliferation of Wi-Fi access don't really protect their router or their wi-fi connection with a strong enough encryption, or they tend to take the default. So how long before there is a evil cracker out there that figures out how to reprogram the flash of the card remotely and set up an ad-hod network to then download all the pictures to their own machine when someone with the digital camera with one of these cards inside it walks by. Perhaps I'm just being pessimistic here but hopefully people will keep things secure and we won't have this battle of people discovering that pictures they took on their digital camera suddenly appear somewhere on the web where they didn't intend them to.