Something about that video (and much of my opinion is based on the video and look of the product) makes me uneasy. It's suggesting my life is a series of purchases and top-ups, and I will be happier when I can click my branded button. Like a junkie or something. When the woman runs out of coffee it looks like she's lost a loved one. Quickly, press the button! A dystopian future, only today.
Then there are questions about when to press the button, will I have to factor delivery time and frequency of use to arrive at that answer? And will everything arrive separately? Will orders aggregate... Time will tell.