Interesting video - that said having read reviews on the mower it didn't seem overly well received. I wonder if rather than spending so much time looking online etc they'd have been much better served getting some people who actually USE mowers consulting with the design team. Seemed too much focus on making something new & different and not just a better quality mower.
I was reminded by this amusing clip of when Homer's very wealthy brother allowed him to design a new car for his company:
