I tend to agree that it's a joke (or some marketing ploy) simply because this service makes zero sense.

Usually in security you need multiple people to guard one person of interest. This "start-up" suggests the exact opposite, one person guarding multiple subjects, with a total of 10,000 persons of interest around the city. Right.

You have to give them credit for the amount of work they put into the presentation though - this makes me think it's more of a marketing stunt than some college student screwing around.

Edit: Okay, just clicked the Team page and it's beyond any doubt a gag, I bet the reveal will happen soon.

Their COO is the Smoking Man from the X-Files and their Chief Systems Engineer is the Slenderman

That and the fact they provide "zombie mode" as a feature

good choice of spokesperson but MSCHF always takes cred for their things