I keep bees and I spoke with someone that beta-tested this so here are my thoughts/concerns.
1. Does it work? Yes.
2. Price: It's expensive - or will be once they make the announcement.
3. Is it that Easy? No.
The reality is that you have to manage the bees - to prevent swarming and to maximize honey production, and this takes work.
You also need to buy regular beekeeping supplies like a smoker and veil, frames, boxes, etc. The perception that you just buy this and hey loads of honey and 'Happy Days are here again!" will be a huge disappointment.
This is another gadget that's not going to help people keep bees. I expect as a long term beekeeper to be receiving these as time goes on because people can't figure out how to keep bees. They're going to spend hundreds of dollars, fail, and then give their stuff away.
Tony