Let's say you have to browse through a bunch of stuff on your phone. The very moment you start doing this, you have a problem: There's a #%&! finger covering up the screen now!
The idea behind this phone is simple: All browsing of information is done by tilting the screen, leaving the display completely unobstructed... sure, other phones have tried to do this before. However, they were shit, because they didn't involve 4 years of AI research to develop the world's most sophisticated head positioning system ever, like Amazon apparently did. This is probably the only way to make the tilting accurate enough to not be annoying.
Only a company run by a fantically focused guy could put that much R&D towards such a specific and non-obvious feature.
That said, until I can hold the device in my hand and verify that this "tilt to browse information" is 100.00% perfectly implemented, this phone can still end up being a failure, like all similar devices that came before it.