I'm currently using their Jelly 2, which is a smartphone that's just exactly tiny enough to do all the things I need and no more. The screen is 3", and the tiny form factor is still enough for what I want to use my phone for: messaging, calls, all my music apps, all my podcast/audiobook apps, maps/transit schedules, checking email. What the tiny screen is NOT enough for is content consumption - and that's the point. Such a simple idea, but it's worked wonders for my phone addiction. I just do all that on an actual computer now, where it's much more manageable and not constantly in my pocket.
Anyways, the 22,000 mAh phone looks like a miss to me, but I really respect that they're trying to do something different.