This seems cool and of course, gimmicky, because of what it does and how it's powered. While it isn't the same, I already have my blindingly LED light to flash every time I get a text/iMessage, call, email. Seems like this just differentiates it, which isn't bad.
I also put my phone face down. Why? I don't know, it's just habit I guess or to ensure a bit more privacy since the screen can't be seen. My phone is naked with the exception of a SGP film for the front and back. So, I'm not worried about scratches.
And what is up with their voices? Not their accents, which I understand, but some of them sound downright robotic. And ooooo, $3K backing gets you a 3d/2n stay at a 4-star hotel in Ukraine. Tempting!? 😎