Most importantly and an issue which seems to have been affecting drones in general is battery life. Even current commercially successful drones only last a matter of minutes before needing to be recharged and they are several times the size of the nixie and dont have cameras to deal with. What happens if you are climbing as in the video and 3 minutes later the battery starts dying while you are stuck on a mountain face?
I've liked the concept ever since I heard about quadcopters though and I think it has a lot of potential. From the video I think they're suggesting that you could have an option which sets the Nixie up so that you basically just throw it in the air and it will track + record you. This is obviously a big software challenge (motion tracking the target) that they will have to face although still arguably easier than battery life or flight stability in bad weather conditions.
If they launch it as a glorified selfie taker though I think it would be a shame as it could do so much more. As shown it could compete with the GoPro - hands free and a much desired camera angle - for filming sports, as well as things like amateur TV/film recording, surveying, mapping, etc. That extra functionality could all be added with software updates, its the hardware and physical design which I'm hoping they have a secret answer to.