You guys are hating on this thing, but to be honest, look at the first thing they show it being used for, aviation. This thing would work great in an aircraft with maps and other documents on it. All the other uses though look dumb.
it makes a lot of sense for aviation. might have limited appeal in other fields but i really don't see why anyone would think that this is a joke or a stupid product, it might be a niche market, but there is a market for it.