Watched the video again.. soo double post.
1- This actually seemed like an Adidas Commercial
2- The function seems to be Dynamic motion. All of these movements seem a lot like MovNat only with a stupid "DouchePipe". I do a lot of this when I train outside or in the woods, only I use branches and rocks. Great thing about branches and rocks you ask. You can always get a bigger branch or rock to up your training with out spending a dollar.
So, I suppose if you don't want to get dirty or you don't want to lift weights or row or be smart and not spend $... this would be an effective toy to show people who know very little about exercise and especially dynamic exercise