"I realized looking at these photos that several of the raised panels in the X-Wing  design are present in order to  provide an easily removed cover for the anchor points for the armature. They're either missing here on the model, or were removed for the photos."

""The lever mechanism is an ergonomic and highly intuitive solution"Yeah, because its been the standard way of turning lights on and off for more than half a century."that simplifies the daily action of turning the lights on and off."How does this simplify anything?  Its a switch.  Up is on, down is off.  It doesn't really get more simple than that.  Is it attractive?  Yes. And I suspect that the feel of flipping this switch would be pretty satisfying.  But their advertising copy is just nonsense."

"Very interesting. That could be nice if you want both books and decorative items on the shelf, but want to be able to adjust the spacing. I would think a set screw or two in the sliding pieces would be enough to keep books from pushing the dividers around."

"Hmm. I'd have assumed mass production of these would be done by cutting pieces off an extruded aluminum profile. "

"I highly doubt it looks as good in real life as it does in the video. And having  the louvers individualy motorized seems like a recipe for a very short lived TV. That said, Iove the idea. I hate how much TVs dominate the space they are in. We made a printed fabric cover for ours when it isn't in use.  Make the louvers able to rotate 180 and put an engraved or inlayed design on the other side and you now have a piece of artwork that doubles as a a TV."