Yes whaaat. The concept came to me as something made for me and the way I like to DJ. I love using Traktor, but sync can be finicky sometimes, and playing acapellas and certain tracks are difficult without a lot of prep time. So the box works great for me with an X1 + Traktor.
Then I thought Serato users might really like it as well, for the guys that don't really scratch and need turntables. You plug in the controller, not having to deal with control discs, and off you go.
It's built like a tank and intended for people that appreciate a quality build and feel. Oh, and the built-in USB hub was the icing on the cake for what I'd want in a MIDI controller. No more bringing an external hub.