Not to be rude, but what exactly is unique about this? The fact that it's cloth instead of plastic like all the other tubular cable management solutions on the market? Looks to me more like it's just rehashing an idea that's already been out there for a long time.

Does this thing do a better job than what is already on the market?

It's the first soft system I've seen.

First off, nylon is not cloth, it's plastic with cloth-like properties.

Secondly, I think it looks kind of cool. It's larger in diameter than most systems I've seen on the market, which makes it useful for large bundles of cables or for winding a long extension cord into a smaller package (which seems to be what they're doing in the picture). The holes in the side are also larger than I'm used to seeing, which would make this much more practical than those "long plastic spiral" products or fixed cable tracks. Looks like it would work well for outdoor applications as well so long as the cables are still covered by something to protect them from rain. I could see this being a real boon for event organizers and the like, help them use a little less duct tape.