I saw this Indiegogo campaign and kinda like the way they create light using indirect LED lights. Any thoughts on these over other LED lights?

These just kinda piqued my interest.

Power Panel Campaign II | Indiegogo (http://www.indiegogo.com/projects/power-panel-campaign-ii)

One advantage off the bat is that you could add barndoors these and you wouldn't get the "picket fence" effect.