An "odd item" indeed! I agree with CBAD's comments, & have a few of my own:
1) "A simple idea, but an outstanding brew" - as long as you don't mind steeping your coffee in a plastic bag. (Which I would not choose to do.)
2) "Freedom vs Machines" - so... how do I boil my water now?
3) "Environment & Carbon Footprint" - I've been using a SwissGold filter (the same one!) for about 25 yrs now. The only waste I have is the bag each pound (or kilo) of coffee is packaged in.
And none of my brewers use aluminum, although I'm not sure how that benefits the environment. Aluminum is one of the most abundant materials on the planet, & certainly oxidizes (breaks down) faster than either polyethylene (PE) or polyethylene terephthalate (PET).
Interesting... fairly clever... reasonably intelligent marketing plan... and I almost certainly wouldn't use it, at least not regularly.
The problem with a device like this the same problem with bags of coffee sold like bags of tea, and the ever-more-ubiquitous K-cups: the coffee tends to be old, roasted and ground a long time before brewing. As far as I know, that's an insurmountable barrier to making coffee of the highest quality.
That said, it doesn't look bad as convenience coffee products go. But they haven't reinvented the wheel or duplicated the factors that can make a good cup from a French press so satisfying. The beans matter as much or more than the brewing method.