I didn't call anything anything. I just quoted 21s explanation of their product.

You're totally missing the point of what they're saying.

Yes, some people mine as a commodity business. For them, efficiency is critical.

Yes, 21s product does mine. No, it does not mine as a commodity business might, in fact it might be the first product ever not to. Instead, the mining is a way to easily acquire a miniscule amount of Bitcoin with no configuration. Yes, this means it is horribly inefficient compared to commodity mining, but that's not the point.

The point is that you can get into the microtransacting, digital Bitcoin economy doing nothing more than plugging in a power socket and a USB cable. From there, it's much easier to set about buying/selling digital goods like blog posts or media files or whatever then if you've already exhausted your mental energy and tolerance for screwing around figuring out Bitcoin in the first place. It doesn't even matter if the mining is losing money, this device is not supposed to make money mining. It's supposed to lose money, but have the difference made up by the convenience of connecting into the Bitcoin network's commercial opportunities.

This is also not the consumer version, that'll be version 4, this is the bleeding edge experimental developer version where you still have to deal with the command line instead of a three button GUI.