CRAZY is the operative word, I think...
I almost bought one (ebay), but backed out... if the price had been lower I would have gone for it, but my google-fu revealed some really interesting descriptions of this stove.
Lighting the stove involves holding the stove upside down while unscrewing the valve / burner head just a little, let some fuel drops starts to drip out and lit them up. After a few seconds the heat has heated the burner head and the fuel tank, and the flames turn blue (pressurized release of vapor, not liquid white gaz). Now flip it over and start cooking.
My impression is that if you do this EXACTLY right (which requires guts, accurately timing and LOTS of practice) you can do the initial pre-heat without spilling burning liquid white gaz everywhere. It also requires due attention while going: The pressure buildup due to the unit getting warmer means that you must turn it down or face the flames of doom. It has earned its nick name "Borde boomb" for a reason. Not to ignore that the way to regulate the flame is to turn the glowing hot burner head, so don't misplace that tool (or the heat tempering of your multi-tool pliers will be gone forever).
Even though I have a pyromaniac tendency and would LOVE this stove I have to admit that this design has some serious limitations. If only someone would make a stove with similar form factor but slightly more conventional operating procedures...