I forsee lots of rounded-off heads when using impacts because of not having three hands to keep all of the parts steady and in place.
It seems pretty cool and safer for hand tool use, but wouldn't a long-handled flex head or roto work in virtually all of the applications we'd consider this for? Doesn't the 3/8" one look like it's got a thicker profile than most ratchets, preventing it from working in the confined spaces we'd need it for?
I do love how the video shows a bunch of fasteners out in the open being wrenched where you could just use the most basic standard-length fixed-head ratchet. That had me cracking up. Like...why on earth was the guy using it on that drain plug that had nothing in the way?
Price points are $40 for the 1/4" and $50 for the 3/8", btw. The adapters are $% each + shipping, and you're going to want 3 or 4 backups if you plan on using the thing regularly, especially any size you're going to use with an impact. I would label it "gimmick" until they can show anything to prove otherwise. It's a really neat idea, but I don't think it's going to work out as-is. Seems like something that would collect dust and eat up space in my box.
Look for Sears to rebrand it Craftsman and put an LED light on it. We're all going to get it for Father's Day or next Christmas and never use it.