That's his pisstake of the lattice edge, not whatever he sells/uses. Not actually sure what his real edge looks like, but I assume it's something like this
I've used Simon's edges. I can't comment on the effectiveness of the concept but I found the spacing of the steps meant my fingers were uncomfortably spread apart, small hands I guess. If Lattice have found away of recreating the effect but without the unlevel edges then that is quite innovative.
More searching than I'd care to admit turned up
this. Which is Tyler's edge. It seems you 3D print it. He's not selling it. Nothing innovative there.
His reaction seems very disproportionate, perhaps worryingly so. Hopefully he has someone to talk to to keep him grounded on this.