I think it is also a great way to disrupt some automatic habits that people fall into. I know with my ADHD I have tried to use app blockers and they all fail because the urge to procrastinate is so great that I found my self by passing them through various means just on autopilot. For me and my ADHD, having a physical process required would be enough to activate my brain and gain control and bring it back into focus. I am very tempted to try it.

Their sell is that you can leave the physical key and thus be unable to "umbrick" until you return to it. Interesting idea - sort of like the "leave your phone out of reach when in bed" advice I and many others follow. Maybe the physicality of it makes it a little easier to turn off the noise.

(Of course, you could always just delete your accounts on Twitter, FB, IG, etc. That pretty much worked for me to make my phone sufficiently utilitarian)

Apparently you cannot "unbrick" your apps until you return to this physical brick device. But yeah, you might be able to accomplish the same thing with a printed QR code.