Overkill, but awesome.
This is the kind of place I'd love to work at. In many ways this is a lot like working on web projects - heavy constraints, trying to solve real world problems in new ways, trying to make the outcome scale to many people and situations, and all while trying to make it beautiful as well as functional as well as easy to use.The nice thing about this is that the result is much more tangible.
Designing a user interface can be a huge challenge. On top of the intuitiveness, readability, accessibility and aesthetic issues, often it is a matter of getting an endless number of components in to a very limited space while keeping enough empty space remaining so you can think. It is very interesting to see innovation like this in architecture.