Visited the website after looking up the word "lomograph". The thing looks like a Tibetan prayer drum meets Avatar. It's either a toy, a gimmick, or a real camera. What?
Can't be sure what the perceived or actual benefits are, but in gadget-happy Japan (or wherever) it probably shares fourth place in "must have" popularity with an iPhone.
PS: Q.G. I reckon it's Made in Chinee. What are the odds!?