Just looking at the layout I can already tell they haven't done a deep enough analysis. Comparing to my kinesis (which I'm typing on right now), in order to press enter requires radial flexion--so while it will still help, the kinesis requires virtually no radial flexion at all, and at most some ulnar deviation (and only to hit shift, one of the lesser-used, and not for any other key). 101-qwerty keyboards don't generally require any radial flexion at all, but incur a lot of ulnar deviation--so this much change in habit may feel better at first but may also just move symptoms around after a while for anyone with an existing injury.
Furthermore, by default they require a modifier for F keys, thus to do a normal modifier+F-key combination is now a 3-key chord-- Ctrl-F5 is now Fn-Ctrl-F5, with both modifiers on the thumb--so now it takes either both hands or an awkward thumb motion pressing it down flat to hit both keys. This would make emacs an impossibility. Compare that to a kinesis with dvorak layout. Ctrl-X and Alt-X are nearly a pinching motion between the thumb and first finger--about the most natural motion our hands ever do, and perfectly comfortable to do all day long.
I cannot make a judgement on the effectiveness of the depth of their keys, but it looks much shallower and likely to require curling the fingers more than the Kinesis does. My guess is the extra curl may become tiresome. The kinesis is "just right"--fingers completely relaxed just fall right on top of the home row, and the majority of keys are merely a single key away from home row. In addition, the keyboardio loses the bottom row, which makes it even less efficient for placement possibilities--requiring more keys to be only accessible via an additional modifier combination.
Their thumb keys arguably align a little better with keeping the hand and wrist in a neutral position, but they wholesale miss the great opportunity of using a second row of thumb keys--it is one of the most agile digits we have. Kinesis gets this right by putting backspace, delete, enter, and space, four of the most used items as the main keys for thumb access, plus an additional row for modifier and navigation keys--put those thumbs to good use. (Compared to a 101-qwerty that relegates both thumbs to share the singular duty of one key... the space bar--WTF--why is it a full on giant key--as if our thumbs are so poorly coordinated they have trouble aiming?)
I would definitely prefer one of these over a qwerty, but will continue to vote for kinesis until something even better comes along.
For people that aren't so picky, or like the bling-bling flashy lights, or need the loud clicks to feel good about typing I say go for it and tell us how you like it.