You can look into the technicalities of it, it's basically along the lines of distinguishing between mobile VHF vs non-mobile VHF units. A boat is mobile, a Nautilus is mobile, a hand held marine VHF radio is mobile. None can be used on land. If you put your boat on a trailer you can't use the VHF radio mounted in it until you put the boat back in the water. If you step off the dock with your Nautilus onto the boat while it's tied up to the dock you're within the law, if you step off the boat onto the dock you're not. If you broadcast a non-emergency message on the water not addressed to a specific unit you're in violation. A non-mobile unit like at a dive shop has a limited coast license so they can broadcast on land.
Would you be caught, would you be fined? Depends where you are, in the US, people definitely have been caught and have been fined. In Mexico? Couldn't tell you. Are these US only rules? No, they are internationally adopted. However in the US the FCC has jurisdiction and enforcement, in Mexico, might be Juan's Taco stand.
If you download the manual for a Nautilus Lifeline, they specifically state not to broadcast on land, not to broadcast general messages.
Most of this is moot, because as of now there are so few of these things even around that they just aren't even a factor. However, I'm betting that eventually, if they do become popular enough and you're in US waters there will be an issue with using these in non-emergency use even on water. There seems to be a gray area that is being skirting in regarding the technicalities of not actually being on a vessel, the whole diver in the water hailing a dive boat to pick them up in a non-emergency situation (the chatting feature of the unit) may end up being challenged. The wording about mobile VHF radios is very specific about being on a vessel, when the rules were made their was no such device like the Nautilus, it's a totally new category of VHF radio.