That pic in the ad is old...and from a very early prototype no? As to being confused to what it'll do... it'll be for making photos... 😉
Ok, ok, how about a dedicated module that allows m-mount lenses and is optimized for m-lenses as a low cost alternative to a digital leica m-mount camera. The key word is optimized which every other APS-C / m4/3 camera with an adapter is not. Not to mention the Ricoh is set-up like a photographer's camera. The Sony NEX is a consumer device. 😉