The video and the website doesnt exactly explain all that much to show how it sends and receives coins, what functionality and features it has, is it open source, does it has a api or a kit people can use to implement their own coins or functionality with the device, what processor is used as well as the chip that stores the seed, etc. Unboxing videos without showing the exact use doesnt help all that much, and the website, while it looks good (to an extent) doesnt provide as much details. To top it off, the price is way to much without real justification behind it.
EDIT: This may need to be moved off to
Alternative clients since this isnt exactly an announcement but just showing off the device via unboxing.