Will probably sell like hotcakes - looks like a cool feature set and price isn't horrible.
I did notice the marketing language already. Like Fryette, he's avoiding the word digital at all costs even though this box is in the TAE / OX camp of DSP running the show.
So "touch, feel, sag, everything" that Dave mentions, plus presumably reactance, presence, depth = digital emulations. Strange way to go for Friedman but he mentions Synergy were behind that aspect.
I hope it does well for them - clever ways to tame tube amps or make other things loud are always welcome.