3 things

1- Yeah I agree stupid-suspiciously low goal.
The video shows the modules being casually tossed around by fashionable people. At best ...faddish "the latest shiny" as quick to fall out of favour and disappear.

2-Great for ifone and droyd SPECIFIC models they build for.
Every other model and other devices by other manufacturers...obviously are going to be out of luck.

3-Just like the Keurig pods...or plastic bottled water (for example : did you know the energy cost to produce 1 plastic bottle for filtered water is the equivalent of 1000 glasses of ordinary filtered tap-water?)...wastefully filling up landfills for lazy human convenience....Mother Nature is gonna have to take another for the team with just more disposable junk.