I'd say it was a gimmick. Had to laugh as the first time I saw it the volume was down and I thought they were painting the patches to make it look green but it's a vibrant shade of turquoise. Had to rewind and watch it again with the volume on very funny.
The small print a the bottom of the screen says it works best if you dig over the top of the soil anyway so much the same as if you were using ordinary seed.
I love infomercials, some are hilarious but it's scary how they hook you in, I once spent half an hour watching one with my teenage daughters that had a machine that made bananas into ice cream. We found it highly amusing how enthusiastic the presenters were but at the end they both wanted me to buy one.
I said "NO".