it looks interesting and I wish them the best of luck but it doesn't really seem like something totally new or innovative really, just a bit different take on an already marketed process. I can't really see how it would be that much different that a French Press really. Oh and also, I don't care how dishwasher safe it is, you WILL need to eventually get down in there and put some friction on it to clean the oils out of it. Will a bottle brush work or what? It's got plenty of showmanship in using it, and there is a niche for that, it does have a market, but as a mainstream item? I don't know.
Aaron