Yes, this does rather seem like a product in search of a problem to solve. It's not an auto shifter, it just eliminates two cables bu adding a radio and motors.
Even if it were a full auto-shifter for a Rohloff, I'm not so sure there's a real market for it.
There was a full auto-shifter for Shimano hub gearboxes, and manufacturers of upmarket commuter bikes in The Netherlands took to it enthusiastically, but their clientele were not convinced. My semi-sporting version is described at
http://coolmainpress.com/BICYCLINGsmover.html My Smover was a very efficient bike, cutting several minutes off a routine 45m ride by being in the optimum gear all the time. But, as far as I know, that version of the system is off the market now, and for the obvious reason: not enough people wanted it.
I'd pay extra for a
full-auto Rohloff, but not as much as £450. The incremental value against a slick run-in Rohloff manual change just isn't worth that much.
