I don't want to get into a slanging match as you obviously like your so say mates product but my opinion still stand I'm afraid from what I can see from just the pics on the website.
Yes it maybe compact and easy to use for certain jobs like you say but best don't throwing your toys out of your pram if someone disagrees with you.
Now say if that product has been independently tested and approved by HSE then that would make it a credible option for people buy and to use surely?
For instance there are a lot of so say ladder safety devices being manufacture and sold that have not been independently tested unlike the following which I prefer to use.
The Ankalad stabiliser bars on this ladder setup are approved by H&S Executive as a safe alternative to footing the ladder.
Also the microlite standoff is class 1 rated and approved too.
Not to mention the in the other pic posted earlier the Ladder Max Multi Pro "Meets or exceeds ANSI and OSHA standards for type 1AA ladders with a special duty rating of #375"
Need I say anymore?
I wish your pal luck in selling his new product all the same.