Well, I see it that way: Especially due to the lack of switches (which is sort of fine once you control it via MIDI, should you want to use this thing on a live board), there's plenty of space for, say, every control to represent a typical amp tone and drive/level stack. Such as, say, on the Atomic AFB, the Boss IR-200 and such. Make them endless pots with readouts and it'd even be great. As is, using this device either ends up in a scroll/clickfest or having a computer next to it, the latter defeating quite some mobile purposes this could otherwise be great for.
I'm not saying this is a bad device, the sounds in Pete Thorn's video are nice and after all, say, an AMT Pangaea CP-100 (the small model that I own myself) is still selling for around €200 (but obviously, no sane person is buying those anymore). Yet, the market is quite saturated and I can only see this to sell in a rather small niche, simply because they're leaving out some IMO rather important things.