I don't see what's unique about this gadget. It appears to be just an ordinary USB thumbdrive, except (I assume) with some kind of software provided to facilitate entering and encrypting data (for those who need it - personally, I wouldn't).

[edit] I'm not saying I wouldn't encrypt the data, only that I wouldn't need additional software to do this. I'm already set up for encryption. [/edit]

So I would evaluate it as a USB thumbdrive, nothing more. 39.99 British pounds equals about $74 US dollars. For a 256Mb thumbdrive. This size thumbdrive sells for under $10 if you shop around.