"The iPad or Android Tablet/phone" was noticed. Why would someone need a button to select a channel to view a meter when all of them are there on the Phone/tablet? Just so you can turn a knob to adjust level!
A further example ... I'm a keyboard player as well as a live sound engineer, and I really can see one of these in my keyboard rig to control my mix and personal monitor. During an actual gig, all I need is the ability to control relative levels. Things like EQ, etc., don't get touched. But, being able to set them to my liking and save them would be handy (I'm assuming that this app will be able to save mixes like Master Fader).
I don't see these as a replacement for a DL (or other) mixer for a band, or any situation where someone is handling FOH mixing. It's a special use system, and as such, I think it's pretty well thought out. In the real world in my region, there are a lot more solo/duo acts getting booked regularly than full bands, and these mixers, along with a pair of powered speakers, makes for a pretty nice system for this application.