Watched the video for some reason.
As with most stuff, it's another product which just mimics what you could do with plenty of alternate equipment, in this case resistance bands and maybe an ab wheel.
But that's pretty much what most exercise products do.
It's not a good/bad thing, just a variation. It all boils down to personal preference.
If consumers buy it, more power to them for actually doing something and taking the risk to try to make money.