I like it. It would never replace our travel trailer, but, I could see using it for a quick fishing trip. My 25 year old daughter would love it on the back of her Jeep Liberty.
It's a bed in a box. Mattress in the back of a pickup w/topper serves the same purpose. I'm sure they'll sell a few, but I can't see this setup appealing to very many people.
Remember, Millennials are a different breed, they'll be snapping these up, after all there's still an opportunity to be a member of the 1st 100 club...
Might be good for those rough areas you can't get a small trailer into. Otherwise, a small cargo trailer does all that cheaper and with far more cargo capacity. Then there is the Runaway trailers out of FL. A small cargo trailer redesigned as a small camper.
Otherwise, these are for a very small niche market for those tired of tents, not willing to camp in their truck or SUV, not having the storage space for an actual trailer, or not having the skills or confidence to tow a camper. A VERY SMALL market.