It may require properties of the specific cellophane he's using. The thing that's interesting about the video is how clean the erase is. He calls it Clearphane by Highlander. They have a ridiculous website, http://www.highlandsupply.com/
After filling out their form all I got was an SQL Error. This must be some secret-ops-CIA-type of Company...
But if this thing works, it is exactly what I'v been looking for over the last years.
IdeaPaint got me hoping. Their idea: Paint your wall with whiteboard color. The Problem is: You can't enter the room with the painted wall for a couple of days until its dry. Some students foundet the company, because during their time on campus they felt whiteboards were rediculous expensive. So they dropped this product on the market, for the exact same amount of money per whiteboard-m²... but its so easy! Ah I forgot, you have to paint your wall...
How could they possibly think that is a good idea? I would have loved to have been a fly on the wall when they decided they needed a EULA and a users address before they would them look at a list of products.
If their market is wholesalers, they probably have a sales team, and the goal here is to build their Leads list.
I know what you're saying, but I've been here before. Few years back. Company sold customized silicone products (ipod slips, bracelets, keychains, etc). The owner wanted it setup with a small form (like that one) before you saw pricing.
His argument was that people that clicked on pricing but wouldn't fill a small form wouldn't have bought anyway.
I argued against it. I was young. It was 2004 or so, so I had been developing software professionally for 2 years.
He agreed to an experiment. I devised my own little Google Website Optimizer. We showed three things: 1) Status Quo 2) a "No Thanks" button beside the "Submit" button and 3) Skipped form entirely.
Long short, he was right. Removing the form didn't increase sales over 3 months, not at all. And it arguably hurt things because we had less sales data about prospects.
If it's not too specific (i.e. if any stiff cellophane in the dimensions of a roll of wrapping paper will do), I saw them selling another brand at the Target in Mountain View a few weeks ago.
