[ztratar]

Looks like there is also a mobile app.

I bet they built custom hardware for a couple reasons: 1. Custom hardware sitting around reminds you of Amazon and your ability to order. Having a new device feels more futuristic, which does seem logically odd. 2. Durability. While cooking etc, you dont' want to touch your phone. This looks very easy to clean/throw around. 3. Barcode scanner speed. Apps with cameras are much, much slower at recognizing barcodes than this. This removes a lot of interface. Just scan it and you're done -- no hassle switching apps, holding the camera just right, etc. I bet this feels more natural.