It seems like what separates it from other products on the market is that it really hones in on users attention. With it's lights, vibration, and sound features it is programmed to react differently to different types of notifications. I may be plagiarizing here.

I think this would ultimately lead to less people living in the present. Not a bad product to be offered and it may be helpful for many, yet I don't think the concept is healthy for myself who doesn't use a ringer.