There is this strange trend to introduce companies/products with vague music video commercials that set the mood but provide almost no actual information, like this one, and the whole site. I guess it works, because the trend is strong, and why would they do so much work on that if it doesn't.
But to me it's repulsive. I come away with a negative impression of the brand. Maybe that's a function of my nerdliness, and normal people are attracted and intrigued.