The usual way these types of products have been advertised is has previously been infomercials, where a person is shown struggling with store-bought products in

The usual way these types of products have been advertised is has previously been infomercials, where a person is shown struggling with store-bought products in a way that looks ridiculous enough that multiple comedians have done stand-up bits about it to the effect of: "who is it that has these problems?" The answer: people with disabilities. But by advertising in this way, infomercials appealed both to those with disabilities (who recognized the implied relevance to their condition) and those who benefited from the curb-cut effect[1]. They were able to sell more units for a lower price and also avoid making explicit medical claims. This kickstarter, possibly following from the popularity of fidget toys, decided to be more explicit. --- [1] The Curb Cut effect is a generally useful observation in UX design you can read about in a few places. Here is one: https://ssir.org/articles/entry/the_curb_cut_effect https://ssir.org/articles/entry/the_curb_cut_effect OXO-brand kitchen tools for arthritis are another example of it.