It's seems confused about who it is pitched at: the founder's personal site refers to it as "the tamagotchi for synthetic biology" [0]; but the main landing page [1] says that it enables "anyone to create and grow living cells for research, education or domestic life", and the about page [2] refers to use "at home, in labs or in schools" and says it "can be used in pro labs too".

I think it would be better to market this as a purely fun thing, rather than as a serious, useful tool. I doubt many will sell: this may have been better left as an art/design project, without an associated company.

[0]: http://julielegault.com/amino [1]: http://www.amino.bio/intro/ [2]: http://www.amino.bio/what/