Clever British plug design.
youtube.com
youtube.com
The sad reality is that I don't think it is enough better than an existing plug to warrant the effort.
I also really like how it turns into it's own standard when collapsed and paired with the splitter.
Neat idea though. 13 amp plugs are a real pain. The only thing which is "good" is that they're the same size as power supplies, so multiple PSUs on a multigang extension lead don't block other sockets.
Ever played with a Scalectrix set where the sliding parts on the controllers spark and give off ozone? PC Speakers where the volume adjustment crackles because the sliding connection isn't very good? Variable resistors that don't vary smoothly? Switches that have stopped switching properly?
Moving contacts aren't as reliable as one solid piece of metal.
I like the idea; I hope they can make it workable, but I'm not sure it's such a big improvement on the existing travel plugs they demonstrated - with the folding pins.