Chris Thomson and Ben Ryan are funding their cable-driven time-lapse contraption through KickStarter. Their idea is to make a much cheaper mechanism for controlling cameras, taking time-lapse photos along a path.
The path can be panning vertical or horizontally on a fixed point (the Genie controller itself) or else along a path defined by a rope. The rope can be slung between two points, or control a moving platform, like a skateboard.
Watch their promotional video, and you'll see that they are making use of 3D CAD and 3D printing -- a user story waiting to be told.
Watching the video I see the need for a second product. While the motion time-lapse idea is cool (I love taking time-lapse photography), the result isn't. Perhaps it is the camera they are using, but the lighting is inconsistent as the sun shines and hides behind clouds. The action is jerky. The photographic result is not pleasing, and so I see the need for software (which probably exists somewhere) to smooth the lighting and the action.