The repo subtitle is `Project the aircraft passing overhead onto your ceiling, in real time — an X-ray through the roof.`
The demo video starts outside pointing at a cloudy sky with an airplane passing overhead. My mind, seeded with the word "x-ray", thought the outside shot was the video projection on his ceiling. I thought his rain gutters were crown molding, and when the camera man runs inside, I thought he was running outside to show the real life airplane.
The actual projection is neat, but how fun would it be to have an x-ray projection of the night sky.