It looks interesting, but am not sure what advantage this has over something like a Bike Friday, which is also a packable bike, but one you can customize in any way you want. To travel with this, you end up with two pieces of luggage -- a frame and your wheels, which definitely won't fit into the overhead bin on an airplane. When I travel with the Friday it's a single (heavy) piece of luggage, and it's pretty well protected against the vagaries of airport baggage handlers.

And of course the Friday is standard parts, more or less. If my derailleur breaks, I swap it out, same with the brakes etc etc. I suspect that's not the case here.

As for the idea of being embarrassed to ride with small wheels? Pfut.