Interesting new speaker, looks like it might be a Phantom rival?

[Confused]

It seems they use lots of DSP trickery to make it sound impressive. Does not seem to be an audiophile design (or have an audiophile mode) as there is no mention of that on their site. Can of course still sound excellent. Looks very 'techno' or Daft Punk inspired - girls may not like it

Yes, it is clearly DSP heavy, plus some other rather trick looking technology.  Quite how this will translate into sound quality remains to be heard.  I too suspect that it will fall someway short of "audiophile" standards, but that is just a suspicion.  I can say that I do find it intriguing, and would love to listen to one (or two) myself.  Time will tell if I ever get the chance to actually hear one for real, but I would be very interested to hear one for myself, I just don't trust reviews much anymore.  I even had thoughts that they might make good rear speakers for my AV surround system, but I fear latency would be too much of an issue.

As for the styling, it is always difficult to judge from the pictures, but I do like the look of the things from what I have seen so far.  I get that kind of vibe that I get for 60's stuff that was trying to look futuristic in the 60's, but now in the actual 21st century future just looks 60's cool.  I can just imagine them appearing in the HiFi scene in "A Clockwork Orange".  I also think Daft Punk are quite good looking too, when in helmet mode at least.

https://filmandfurniture.com/2021/02/the...rk-orange/

Anyway, I decided to perform a truly scientific and objective test on your questionable "girls might not like it" theory.  At the first opportunity that I had to find a girl, I showed them a couple of pictures of the Syng Cell Alpha on my iPad.  I even tried to invoke maximum confirmation bias effect by stating enthusiastically "these look cool don't they" once the pictures were there.  

I was somewhat shocked and disappointed by the response.  "It looks c**p, like a cheap Star Wars robot toy".

Oh well, opinions vary I guess.