From the looks of things, Its trying to be too many things at once. There are some good ideas there, but too many that get in each other's way. For example, the pick-hook. I've used pick hooks, and they work best at a distance, and by allowing an angle between the hook and the object. That one would need the handle to be right near the object, which is something any ax can do. Tough chopping is going to be really hard on the points, and the blade cutout. Also with the G10 coming right up the head, its in an interference zone. If you look at the store, there is a pic on the Training seminar link. If you look at that one, it looks like part of the scale has been broken off, and re-ground.
The sharpened top edge could be used with a baton in a method similar to a shingle froe, but then the curved handle would be partly in the way. Again, could work, but then you have a massive amount of torsion on that part of the blade.
Also given what he's charging for his knives, I'd suspect you could get any number of well proven axes or hatchets for the cost. (its out of stock and I couldn't see a price listing)
and last, auto-play music on a website is enough on its own for me to walk away.