Looking at the spec, it seems that this tool has all the necessary bits inside to compete with Leica tools. Yet the ads is very silent on all that.
IMO I think they neglected the software side when designing their gismo ( by mistake or by strategy ). Now they hype it up with tech guys, so that one of us will eventually create a few killer apps for their hardware so they can compete against Leica.
99$ for a bluetooth enabled, fully featured laser measurer but with a SDK instead of great interface ? Well I guess it is working, count me in.