The Kickstarted project had a 26000 mAH battery, could output 2.1amps on each of four cables (enough to charge four iPads simultaneously at full speed), and was going to have built in, retractable cables supporting micro USB, 30 pin dock and Lightning connections.
The product you linked to takes two AA batteries. You suggest a battery with a MODEL NUMBER of 18650, but a mAH rating of 2400 mAH, for a total of 4800. 9600 if they bought the four battery model you suggest. It has *ONE* USB port, no built in cable, and can only output 1 amp, or roughly the bare minimum to charge one iPad.... SLOWLY.
For me, I'd have taken the Kickstart project. As it is, I carry a high powered battery. I find in hotels, when I want to charge things and lock them up in a safe, it's ideal. Battery and tablet in safe. Charged when I get back. I bought a 10000 mAH battery on Amazon for $50. Has three USB ports, 1 is 2.1 amp, the others 1 amp each. 10000 mAH isn't quite enough when you have a thirsty iPad plus an iPod charging, and maybe a digital camera as well. And I have to travel with lots of cables.
Your link may work to charge *A* cell phone, but that's not really the same target audience as someone who wanted a device that could charge a couple of iPads at the same time to 100% and still have ports left for a phone and an MP3 player.