As someone who travels a lot, having a charger that's small enough to fit into my pocket makes my life easier when it comes to charging my phone. Also, the retraceable cord prevents it from getting tangled which helps take away from the mess.
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Having been in the mobile/cell phone industry for over 16 years, I'm very skeptical with MFI (Apple verified) chargers, the built quality of plug/lead joint if OFTEN very bad, hard to worse that orig', but still...
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Nice idea, but looks dangerous. This probably does not work for EU plugs because of possible non-conformity.
Excellence Expected - Killing Your Business: How to Emotionally Deal with a Pivot
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tl;dr Marketing
tl;dr Marketing