In general devices that actually produce pictures can get away with showing pretty pictures foremost and convey a "it's so fun" overall athmosphere before focusing on the device itself. For a rugged router, this approach is less forgiving IMO.
GoPro is an established product, I've never met anybody from their target audience who didn't know what it is.
I am a target audience for BRCK, and from looking at their page, it's not clear to me at all what it is.
The website misses more specific details about how it works, when it will be available and how much it will cost. I can't wait for this thing to hit the market!