Looks very interesting and affordable. ITEAD studio are not beginners and know few things about manufacturing and shipping, so I have high hopes they will deliver.
SW is the most important thing in this project. As I understood, screen itself is programmed to perform GUI like functions and external MCU has only to imitate and read button presses - so very easy on MCU side. I think such screens can be very useful in places where linux-*** based boards are overkill for the task.
EDIT: Funding level at 166% ($33k) on 2015-04-22. If 250% ($50k) is reached, ITEAD claims to add free USB/serial adapter.