That is neat, but from what I gather the starting price is $12k USD.
Also, while it is nice to have something that folds down like that, I didn't see too much about how much you can put inside when folded down, or how accessible the inside is when folded down. In short, would it only be useful when folded up? Or could you use it as a canopy shell when folded down.
Also, I didn't see if it was available in different sizes - like for the 6+ foot bed on my Toyota vs. a full sized bed. The website didn't have much info.