This is exactly DH0 [1]. I will therefore take the high ground and respond with DH1, "Of course you would say that, you're an anonymous internet troll. Crawl back into your cave."

[1]: http://www.paulgraham.com/disagree.html

> practical minimalism

> slightly goofy credibility-straining setup

> tension-relieving drop-dead-simple interface

I'd have bought it already if not for my MacBookPro not supporting "low power bluetooth".

The sales pitch admittedly has nothing to do with the technology - yet that's practically the point! There's no specs to sell, no user interface to demo beyond a "knock knock" so simple you don't even have to take the phone out of your pocket. There's almost nothing to sell, yet what there is has value ($4, ok); how do you sell that? A just-a-guy in casual attire in a simple & slightly non-sequitur space works just fine. Simple product, presumably easy development, first-mover advantage (this thing will have a thousand duplicates overnight), near-zero ad production cost.

As for complaints about security: this is like the iOS fingerprint reader...it's not for serious security against serious attackers, it's about just locking your front door while making it easy for you to get in.

What do any of those have to do with the actual product?

Literally nothing. Which is sad.

The point of these things was most likely a marketing strategy, and one that will likely be effective. I bought it. Not because of the jeans. Not because of the vintage storage space. Because it's a good product.

I wouldn't have bought it if there wasn't a decent presentation of the functionality. And that is there.

thank goodness you don't have to!

sheesh… it's just a cool, simple video introducing a product. way to tear it apart.