According to the main page, the product doesn't actually exist yet. There's a tiny bit of text in the lower right-hand corner of the website's main page that says something like "Expected to arrive Fall 2013".
If it does ever hit the market, it could be neat, but the real question will be how well the creators handle feedback and support for it. If they're good about answering questions and helping people out, that will be great.
When you void a product warranty, you give up your right to sue the manufacturer if something goes wrong and accept full responsibility for whatever happens next. And then you truly own the product.