He's tweeting the hell out of it because it's his money that got it made. It's advertised as a blend of WhatsApp and SnapChat. I don't see the benefit over the plethora of other messaging systems available.
It's interesting that the interface is made in a way so as to make it difficult to tell from a screenshot who the receiver and sender is.
I don't have much faith in screenshot detection; it seems something like an arms race between screen shot app makers and the developers of this product, and it doesn't prevent a photo of the device's screen in any case, so it's pretty much moot except for possibly preventing screenshot behaviour from malware.
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