My read of the materials presented is that this process is legitimately faster (three minutes vs 8-20 hours) and makes no claim about easier.
Sure, you can just make some that will be ready tomorrow. But if you want some right now, it seems legitimate that being able to press a button and get cold brew is novel.
Most coffee innovations are focused on cafes as the customer. If you can make on-demand cold brew you no longer need to worry about anticipating demand, throwing away waste, etc. You can probably even market the "fresh brewed" aspect of it.
Cafes will make an effort to increase extraction yields 1% because that means 1% less coffee needed over the many pounds used per day.
Sure, you can just make some that will be ready tomorrow. But if you want some right now, it seems legitimate that being able to press a button and get cold brew is novel.
If that doesn't sound like you, don't buy it.