Actually I think they are related to backlift. If you look at the demo video at 0:44, you can see a 'Our support email:' section on the page that is generated.

Actually I think they are related to backlift. If you look at the demo video at 0:44, you can see a 'Our support email:' section on the page that is generated. The email in that section is 'support (at) backlift.com'. I think the convenience part is very interesting. I would be more curious to see how they plan on monetizing it.