It seems pretty solidly in the "luxury" column. This is particularly clear if you take a long view. It's likely that all physical credit cards are on their way out in favor of digitally distributed credentials. CC companies like you flashing their cards, but not as much as they like lowering fraud.

That being said, it's certainly attractive. If the 'bubble bursts' (whatever that means), I expect this is the kind of start up that will be first against the wall. Just remember frivolous != worthless.