That's really the difference. You need your heart-rate pumping for 30 minutes to really see benefits from this, not for 7 minutes. I doubt any "scientific" claims that 7 minutes a few times a week is all the exercise someone needs.
At the very least double it. Do 14 minutes. I remember trying this while out of shape (hadn't done any intense exercise in months) and with 7 minutes I barely broke a sweat. Unless you're morbidly obese you need to do more than this.
If you really want a god exercise buy some weights or go to the gym. Moving around really heavy objects for 30 - 45 minutes is the best bang for your buck workout you can get.