What is great about this - they will use hotswap sockets. And I personally do like the ability to change Numpad from the right side to the left.

Always awesome to see innovation esp. with keyboards but looks like a lot of focus on looks and things to play with and not a lot of practicality. You could achieve a lot of what it offers just as easily on the desktop without all the buttons etc. I'm more concerned with the feel of the switches and keys. Give me an overall high quality hot-swappable 60% keyboard lubed to perfection and I'm happy.