if you look at the kickstarter description, they're taking on the tech side with a "wizard" type interface, the device is not meant to be programmed. you use the web page and set up simple rules - if bumped, send message. if it gets wet, send a txt, etc.
fyi. the retail price is planned at $99.
still one of my fav. youtube videos:
http://www.youtube.com/watch?v=6lCUGPixEnk