I think they missed an opportunity for a great product; let me explain. You only needed to add the ability to "enclose" your office space with some sort of sound-proof film or panel, and voilà, a much more interesting piece of furniture. The current Ori simply offers the ability to neatly "collapse" the "mess" of a home office, and substitute it with a wall-mounted TV piece of furniture. Ok, fine, but... Meh. Instead…
good idea, except sound proof requires thickness and density. no such thing as a sound-proof film, sadly.
Vynil-based films achieve that with very little weight. It doesn't have to be "audio recording studio" soundproof; even if it kills just 20-30 dB it is still a good improvement.