Interesting new tool.
I actually prefer tapes with less stickout, because the FaxMax and the like have more curvature, which I don't care for, but I do completely understand that my own needs and wants have little overlap with the majority of others.
The double sided markings are something I've found occasionally useful on the tapes I own that have them.
I do like the H style hooks I've seen come out lately, over the older attempts at double sided hooks with a useless center tab. They went further and added three (rather than the usual one) nail head slots, so you can hold the tape at 45 degrees. I really like that.
Between that, and the diamond grip hook, I think they've made some great developments to a product that you don't really see revolutionary changes all that often in.
If I worked in a way that I could always keep my tape measure on me, then $30 for a single indispensable tool is still reasonable. As it is, I have a LOT more laid out in keeping good tape measures always within arms reach throughout my shop and house.