The less time you spend on line to get a beer at sports venues will get you back to your seat to see the game. I saw the CNN story. It's a win-win-win-win situation: 1. The inventor will have a good payday. 2. The distributors will get more advertising in the cup which will pay for the device. 3. The beer vendors can serve the beer faster and with less head overflow making happier consumers. 4. The cup doesn't cost anymore to the consumer.
Not sure how it affects recycling of the cup with the magnetic seal.
You have to be smarter than the cup to use it properly... for instance the dude who shoved his finger up through the bottom, breaking the magnetic seal getting soaked with beer.