I fear I may have misinterpreted your remark as snarky, my apologies for doing so and sorry for the less than constructive response to that perceived snarkiness.
Having looked at the vid and website again, it certainly is different and pretty nifty but I can't really get along with the execution. Like I said before, I really don't like the visible wire to the pickup on the outside. It doesn't look like it's going to work for people (like me) who rest their thumb on the pickup when playing the E string. The headstock is not great - very anonymous and why do it in such a way that the strings have to go at such angles after the nut? The whole thing just looks a bit "prototype-y" and unfinished while also looking like a lot of work has gone into it - does that make any sense?