In the video it appears as though the actual screen is only on one side of the cylindar. If that's the case, it really isn't 3D. It's just a standard 2D TV, although you supposedly can rotate the image to see it from various angles. But at any given time, it seems like you're seeing a 2D image of the current angle of view.
They never give a good look at the device because it's always in a pitch black room, and only show it from the one side, so I don't think it's what they're trying to make it out to be.