It's legit, not spam. They posted up on Slowtwitch last year when it was earlier in development.
I wish you luck. I think it could be a good product specifically for folks more timid, new, or just plain don't like the entry of other pedals sold.
I think in the long run they could add a Speedplay like walkable cover. People wear out expensive Speedplay cleats and I don't see people complaining about those.
In terms of future marketing, I would caution against going after any TT/triathlete folks. These may be super great at easy entry and good power delivery, but I'd guess are about as aero as a box truck. Shoot, standard Shimano SPD-SL's are about the worst cleat you can choose for aero concerns.
But, again, good luck. I like the ingenuity.