I've noticed quite a few reviews of these bits of kit cropping up on blogs and YouTube. It's a modular emergency kit, to which you can add extra containers and specialist equipment, expanding it into regular ultra-light camping kit if you wish.
Not too many sea kayakers trying it yet though. Douglas wrote a long review with photos, and Derrick is currently testing the container to see if it's waterproof - part one of his video is bleow.
There are lots of other folk testing it on video in other situations too, and again, one is shown below. The company tells me it prefers to market using blogs and social media.