Bluetooth connected mugs... has smart tech gone too far?

Must say the video has persuaded me to get one of those heated coasters. Far too often my coffee gets cold before I’ve finished - don’t think I’ll be spending £50 on it though!
I’d consider buying one of these if it was cheaper… but something like this seems like it would do the job with far less hassle. Think this is a product that’s smart for the sake of it rather than actually addressing something people need