The description makes me think that it's targeted at the "screenless" trend. Especially among young people there is a trend to cut down on smartphone usage. This device would fit right in with that: no screen, status display with LEDs and oldschool moving parts (presumably engineered to be cute or endearing). Something to carry around when you don't want to be distracted by the temptations on your phone screen
The irony of selling an AI assistant with that premise is not lost on me