I'm surprised we haven't seen more products like this one. Many people (myself included) would like a plug & play option for converting analog to digital, though even the company pitch doesn't make references to sound quality.
That's why I had my doubts. They either need to go for teh hard-core or they need to do a lot more 'splainin'. As it is, I think they're going for the low-hanging fruit and a USB TT could be huge.