I carried my wallet in my back pocket from 16yrs of age to 34 and always ended up with broken or bent cards. After taking a cruise outside of the US, I started carrying my wallet in my front pocket for security purposes and started researching minimalist wallets to reduce the bulk. I've backed 2 of those on kickstarter and am eying a 3rd, because the first two don't allow me to acces my cards quickly enough when I have more than 2 or 3.
For me, this solves multiple problems: it makes the minimalist wallets out there that much for functional because now I only need my coin card, my ID, my insurance card and perhaps a backup credit card for any merchants I run into that won't take the coin. 4 cards down from 9, not including any rewards cards which could push it up to 16 easily sounds like a good deal to me. It also keeps me from forgetting lesser used rewards cards and credit cards at home because they're either in the coin already or in the iPhone app and can be switched into the coin when needed.
So much so that I don't carry them, and it costs me money.
The wallet is: photo ID, transit card, and 1 or 2 ccs, depending on if I need my biz cc that day.
Wallets are a pain - though it must be said less so than, keys or phones. All of which dig into me an inopportune moments (usually going around corners on the bike) get dropped, or left on the counter... I'm probably just much to forgetful and clumsy for modern life, but all this /stuff/ is constantly annoying.
I carry Discover, MC (as backup) a bank debit for Mom's care, business debit, DL, Work ID card, medical, dental, and a couple paper cards like voter registration. No vendor loyalty cards, I give 'em my phone number and if that's not good enough, they can't track my purchases. Business should recognize ME when I walk in. Not the other way around.
Seriously though, they did a fantastic job with the overall experience of the landing page/video. The product, however, is not that great.