It does look pretty cool, particularly the unique legs that let you use it as a table/seat/stepstool and the integrated gas struts. The interior looks kind of like a diy pelican case organization which is nice because it means modular/user configurable but also a little disappointing because there's no fancy cantilever setup or tray system to take advantage of the volume.
While the price is high considering the materials, it's not that crazy compared to other stuff on the market and would be within reach for their target audience of working professionals.