It reminds me of a less-extreme version of Juicero. They made a $700 WiFi-connected "juicer" that squeezed bags of juice using QR codes to scan the bags and then a custom power supply, custom machined gears, and a custom 15A 330V DC motor to actuate a press to squeeze the bags between two metal plates. Of course, a roller could have done it for a fraction of the price, or you could have just let gravity pour the juice and not even need a $700 machine.
Dyson's very into moving air in creative ways and blowing through holes. They definitely seem to be the best at it and are very good at it, but they're just playing with an artificial constraint. No one says you have to be able to see through your hair dryer or air purifier. You could make much more effective or cheaper products without those constraints. Just people think they look cool, so they're willing to pay a premium for the weird, "futuristic" Dyson product over the boring normal product. That does make it seem like largely marketing though.