What it is, is something showing us how lazy we are getting these days. This product shows us how to get a sixpack in just a few seconds. The guy in the add sure seems happy with it, but wouldn't you be a bit surprised to find out the guy with the abs did get them by sitting with a grill to his belly?
Why it's cool is because this product isn't really a serious thing. I'm sure some guys bought it and used it for fun but it's really a strange thing to do. I'm not sure what happens when it starting to pull back out and you don't want people to see your abs aren't real. Running inside some place private with your grill to come back out sexy again?