It solves no real problem, it's gimmicky, yet it's selling like crazy... What am I missing here?

This week yet another new "video player" has been launched. It's called Video Enigma and I just don't get it.

Sure I see what it does, but I just don't see how it will help improve sales, engage people or anything else for that matter.  And as for the claim that "most people" have a pair of those crappy cardboard 3D glasses in their desk draw seems a bit out there.

Can anyone help me here?

What am I missing?

As far as I can tell this is just a shiny object.

Anyone actually got this and split test against a normal video?

The only part that looks sort of cool and not too distracting is the 3d Box maker it has built in.

Let me know what you think!