Don't forget, the whole technology is based on the shape of your ears being compatible. The actual console will have 5 different ear styles to choose from to find the one that works best for you, this video only had one of course.
Worked pretty great for me, I wore on-ear noise canceling headphones, and it sounded like surround-sound - not just the trailers, they had the event music coming from all around too. The Gran Turismo gameplay I could hear cars passing from front to back on the right. Of course, then I tried my small bone-conducting headphones, the entire effect was gone.
You can still get the effect from the trailers, so if anyone missed it, just watch a game trailer with the best headphones you have.