My guess is that you wouldn't use the tool if you had a mobile version to your site. I wasn't on this team, but my understanding is that it's not intended for browsing per se. The idea is that a huge number of people are opening links from emails and other messages on mobile devices. Bounce rates are much higher when this link is directed to a full site rather than a "mobile-friendly" site. If you can capture their attention a bit longer with the "cinch'd" site, there is a much higher chance they will return later. I believe a feature to purchase directly from the cinch'd site is in the works.

The bottom line is that these guys built this from scratch in less than 54 hours -- pretty amazing to me.