CRAFTSMANSHIP, FIT & FINISH and MATERIALS
This is a relatively inexpensive plastic device, made of relatively inexpensive plastic. That being said, it's perfectly suited for it's intended usage. The fact that they were able to fit all of the necessary electronics into the only somewhat enlarged male USB plug tells me there was some investment in miniaturization here. The cable itself feels durable but stiffer than I'd like. I can only assume the stiffness was a necessary tradeoff to keep the wiring and electroluminescent elements safe from harm during extreme flexion.
USING THE DEVICE
The design is straightforward and operates like any other iDevice charge/sync cable. What makes it special is of course the 'chasing' interactive lights that give an immediate visual indication of the charge status of your device. The intended effect is that you are seeing the 'energy' flow into your device. Building on that analogy, when your battery level is quite low the 'energy' flows faster, and as your battery 'fills', the flow slows to a trickle and ultimately stops altogether when charging is complete and your battery is 'full'.
My only wish is that they would release a black version with green illumination, and make the green 'greener', as the light is much bluer in reality than is depicted on packaging and in photos.
RECOMMENDATION
This cable does add some useful features (the ability to visually ascertain charge status at a glance, the ability to locate your device in low-light situations, etc.), but let's face it, at the end of the day this is about the fun and wow factor. In that regard this cable is a winner, and is guaranteed to draw nerds like catnip, only for nerds. Nerd-nip?
Recommended: Yes.