On the positive side, love that physical knob. On the sceptical side/ a separate device avoids terms of service of other platforms, monitoring, App Store changes, overrides from the OS and provides a new channel for ads.

I can’t see buying one but it is interesting.

I just don't see how this is better than just using your phone to Bluetooth to the head unit, or using a usb/aux cable from your phone to your car. It just feels completely redundant