Their sell is that you can leave the physical key and thus be unable to "umbrick" until you return to it. Interesting idea - sort of like the "leave your phone out of reach when in bed" advice I and many others follow. Maybe the physicality of it makes it a little easier to turn off the noise.

(Of course, you could always just delete your accounts on Twitter, FB, IG, etc. That pretty much worked for me to make my phone sufficiently utilitarian)