I would bet I've ordered more TK bats than anyone on this forum, but still get excited by the prospect of a buyer being able to 3d model a bat. Now whilst the execution can be improved, the concept I feel is vastly different to ringing up a forum sponsor who may/may not use Tim Keeley and asking for a shape down the telephone and hoping they understand.
The ability to play with edges, profiles and shapes is fun. Anyone who's used Nike ID can testify, it's fun to create the wildest and wackiest looking product. And the prospect of seeing and know what you're going to get before placing the order thanks to the 3d modelling, means there's no mis-understandings.
Aask anyone who's tried to order a 'Symonds' shape bat from TK, it's a shape which is on the machine 'somewhere' but he can't remember which one. With this tool, a buyer will have their profile and exact weight saved, and they can ring up or order and expect an almost exact copy of the bat they ordered last year. You can also speak directly to the men behind the machining, rather can going through a company, who will pass on the message to Nick, who will pass on the message to Tim.
And Jnr bats getting the same service too. Even TK doesn't do that, Newbery outsouce their production to SA and India.