I watched the video which just showed the base. It said you plug in your own storage. And the product page says you need to use your own wifi router.
The base unit
costs $100 and doesn't include any storage, and as previously established, doesn't provide any wireless data transfer.
Since the 2TB device you linked is $350, that means they're charging $250 for a 2TB drive (and HDD "toaster" stand, I guess, enclosed in a sleek plastic shell).
So really the thing is just a doohickey that handles syncing files across your network. You still have to provide your own storage (or pay out the nose for their storage options) and you still have to provide your own wifi adapter. You can already achieve that same functionality with just about every device that you already use or carry around with you using BTSync.
And my guess is that it's not just "plug it in and go." You probably need to set up which files/folders to sync, and where to sync them, and install their special software/apps on all your devices.
BTSync has a simple set up process, you do have to set up your folders, and install the software/apps on your devices, and it will also sync across the internet using bittorrent technology (so transfers don't have to happen all at once or fail if interrupted). And I don't have to pay $100-$350 for it.
I guess I just don't see why anyone would use that thing except if they didn't know something like BTSync exists. I can't think of a single feature it has that is an improvement over BTSync, but I can think of at least a few areas where it is not as good as BTSync.