Sounds intriguing, but after reading through the website for 5 minutes, I still have no idea how this is supposed to work.
From the pictures, it looks like they've set up some kind of system to translate certain physical movements into changes in the projected images. It seems like a non-technical user can only make superficial changes within a limited set of pre-defined behaviors. But from the description it sounds like there's a lot more to it than that...