Agreed, they are just an inferior version of a towball rack.
Amazing that they haven’t shown it with a light board on the back really.
I remember years ago seeing a concept/idea (probably before Kickstarter was a thing) with a light board that plugged into the 12v socket, and then had a wiring loom with light sensors in suction cups that you stuck on your rear light cluster so the board new which lights it needed to replicate. Thought it was a great idea but perhaps legislation or something made it non compliant… But it would have made strap on racks a much cheaper option for regular car swappers.