What is this?

QuaDror from Dror on Vimeo.

Here's an incredibly cool product which I can't figure out. Obviously it's very compelling from a visual and structural standpoint, but what is it's purpose? I think it's most useful at the scale of furniture or a room divider where it's transformable-ness is useful. But when it's made into a building structure I'm not convinced it's significantly different than a conventional truss. I have to admit that if I had one of the small models I wouldn't be able to stop playing with it...