I'm assuming it's another accessory you can customize you keyboard with: stiffness/softness, sound, lights. I have a standard keyboard and this is the first time I've heard of... keyswitch models.
Sounds to me like something the same people who bought a custom gaming mouse that lights up and has a numpad on its side would enjoy buying.
Next I'm gonna hear that changing out your stock keyswitches will enhance reaction time by some odd milliseconds giving you a serious edge in hardcore gaming, right?