Looks like a great product for bikers. Is this a real problem? I find their copy a bit too ballsy as well. I think it could do without. Although it's pretty funny.
@Jonnotie You can already get cheaper locking skewers to secure your wheels:
http://www.amazon.com/gp/aw/d/B0...
But effective locking strategies (?) mean much more than just these...
Definitely not a unique idea but pitched well. Pinhead locks is a very similar concept with their own key. Bottom line any lock will push a thief away - there are thousands of other bikes without it waiting to be stolen.
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