CrossRoads:
You guys are missing the point - I'm looking for feedback on this commercialy available item that I can program and turn over for someone with minimal experience to be able to program newly built cards before they get assembled into a product. No PC involvement, no thinking, no chance to screw up a sketch.
From reading the product description, that looks to be exactly the purpose this product was designed for. Connect the header, push the button, wait, done. The fact it is also battery powered so you can send a minimally trained person to do a field upgrade is pretty cool too.
You will have to make sure the operator knows which way around to attach the 3x2 ICSP header connecter though. Or substitute with a goof-proof but non-standard polarised plug of some description.