Looks like another rich guy's beer making toy, that's not to say it won't work - more or less. I'll be more than a bit surprised if they get it to market at their projected retail price. For the demographic they're aiming at, they $1,200 early bird offer might actually have a good number of takers.
As for conicals, I'll admit I'm still a newbie but I really like the improvement in my beer now that I use a conical, and I'm only using one of the plastic ones. At a hundred bucks a pop, adding additional fermenters isn't outrageously expensive.