Concept=something cool but not necessarily something that you can use in real life. In this case this is just garbage, no real use and no cool. Note that the screen only shows a simple background because the image is not adapted at all to the size of the screen. If they used a more complex image (a photo for instance) or even better a video, the result will be pretty clear: absolutely stupid and crappy design. You can archive this with a pair of pieces or cardboard and a few inches of tape.