It will be interesting to see how it sells. It does look like it could be adapted to a new instant camera.
hardware (cameras, etc.) isnt' really what's holding them (IP) back from more success. Mostly it's quality of the product, and price/value. If they could improve the quality of the film more, it would become more viable and useful. As it stands now, expired time-zero film is a better option for several reasons, IMNSHO.