"[Co-inventor] Ben Millett said: 'It works just like an ordinary kettle. When the water's boiled you just take the cup off the base and enjoy your drink. You can also adjust the [temperature] on the base so it keeps the liquid warm until you're ready.'"
Like most good ideas, the product's got a "Why didn't I think of that?" simplicity and immediate appeal. If you've ever used an electric kettle, you know how they can radically transform one's hot beverage consumption habits. This seems to be the next logical step toward the ultimate goal of tea that you can safely and effortlessly boil in your own mouth.