Bamboo bike frames have been around for quite a few years but this is the first time I've seen anyone trying to commercialise them. I guess they might take off with the green crowd but otherwise I don't see people clamouring to buy one.
I wonder how they are repaired when broken. If you can fix them with wood glue they might be of more interest because it's easier/cheaper than getting somebody to weld it back together for you.
From what I've seen in the video the bamboo bikes are mountain bikes with quite good components, so I guess they are going to target the more expensive market segment. As for repairing a broken bamboo frame I can imagine it is easier than repairing a broken steel, aluminium or carbon frame - I have seen those frames braking already but I have never seen somebody repair them.