I have to say that I quite like the concept as according to the pictures in the report the chair will form a natural barrier from the aisle when you are sleeping so other passsengers or crew will not pass close to you.
I also like the idea that your bed is ready and with minimum fuss you can just get out of your chair and ‘go to bed’. It also means that if you wake up you can sit up for a while if you want a drink or to read or to watch a movie without converting your bed back to a chair and back to a bed again if or when you want to sleep some more.
The proof will be when it goes live and people get to test it out. the comfort of the bed and the mattress will be the real test of the product.
I will be very interested to read the opionions of other posters.