Running CAN over I2C is going to suck, especially when someone actually attempts to use this to interface with their car - where speeds up to 1Mbps are common.
The Omzlo One device is not targeted for people who want to connect it to their car. It's for people who want to build simple Arduino networks to switch relays, turn on lights, control a garden watering system or get sensor data, all within the simplicity of the Arduino IDE. In fact, the other device I'm promoting on the Kickstarter, the Omzlo USB controller is a much better choice for a CAN bus interface: it can achieve 1Mbps if you put the appropriate firmware.
Car networks are rather small in length and you can achieve 1Mbps there in some cases, but to reach longer distances you need to decrease the bit rate. I wanted something that can reach long distances, like 100 meters (320 feet). The Omzlo One gives you an easy way to build a network of devices to reach such distances.
The ARM processor takes care of buffering packets and/or assembling several packets to build a single message, leaving much less work to the Atmel chip. While CAN bus payloads are limited to 8 bytes, the Omzlo One can transmit messages of up to 64 bytes thanks to the extra work done by the ARM. The ARM processor can also reboot the Atmega chip and launch the bootloader, which means that you can recover from situations where the Atmega is stuck, without plugging a programmer in the Omzlo One, which may be somewhere in a sealed box in your garden.
As an other plus, it turns out that the ARM processor is rather cheap. Cheaper than a dedicated CAN bus driver IC and cheaper than most Atmega chips as well.
Why didn't you use one of the AVRs that actually have a CAN peripheral built-in? Atmel offers several. You would need to port the Arduino core to the new chip (I don't think they support any with built-in CAN), but it would be a lot more useful.
To tell you the truth, I briefly considered using one of the new SAMC21 ARM chips Atmel has produced (which has CAN bus).
But despite its flaws, the Arduino UNO with its Atmega328p remains by far the best selling product in the Arduino line today. I wanted something that was 100% compatible with the Arduino UNO both on a physical and binary level. I could not have achieved such perfect compatibility with another chip. Using the Atmega328pb offers me the best compromise here.