I'd be interested if the Prism part folded flat when slide away from the lens but it looks from the photos that it's a permanent sticky-out bit which is going to be hellish in a pocket or bag.
Yeah, that's the main question I have too. According to several PoC users it's no worse than having a small ring of keys in your pocket? Interesting concept though, and a good example of a non-tech "industry insider" (designer of this is used to be photo-journalist) using his connections to develop / market a product.
I don't even carry keys in my pocket though because they're too annoying and bulky. I'd also be concerned about breaking it off or filling it with pocket fluff.
Definitely a cool idea though - and some cool rewards.