This company has interested me, the Apple guy and iPhone user. One of their devices is, in my opinion, the most effective case ever created. Not cheap, but wickedly awesome.
I've really not noticed their backstory, though. Watching this video really impressed me with the ways they utilized social media and tools like Kickstarter to get this product created. It really spoke to me about the way business is evolving, and how the world could shake out.
Anyway, it's worth a few minutes of your time. Business is changing. Behold!