There three separate parts (products?):
Sonar based rangefinder
- base station
Includes a built-in radio and can operate up to three torque motors to control different functions (i.e. zoom, focus and iris.) They have a wired control that can be used with the base station to control the camera from a distance of a few feet (i.e. from a tripod handle.) They say they will be offering their own torque motors later, and it works with torque motors made by others.
Communicates with the base station and can start/stop the camera and the focus handle has hard stops. You can also insert your iPhone/iPod Touch to get extra interface controls/options; it will display the depth of field, focus and subject distance, it also gives you auto-focus using the sonar sensor!
microRemote (without the iPhone/iPod installed)
This looks really cool, though no word on price and availability.
[UPDATED 3:31PM]: part 3 has information on pricing and availability. It's supposed to be available in the summer. They are currently taking non-binding, no-deposit reservations. Send an email to email@example.com. It sounds like there are five different options available (motors, base station and remote.) Target price is about $1,000 for the base system (which is up $500 from the original target!)
[UPDATED 7:06PM]: Cinema 5D has a longer video of the system which provides a little more information; the wireless unit can be tethered if you can't use the wireless radio at a location, the iPhone/iPod unit will become a platform "for a lot of things." He said they didn't hit the $500 price because they realized the trade-offs they'd have to make in terms of the motor were too great.
He mentions "other things" but I haven't yet found any information about them...