Saw this long ago and then just came across it again so sharing. It’s called Electron Wheel and is an electric front wheel to put on a regular bike to make it electric. The motor, batteries, controller are all in the wheel. Operates on pedal assist, with the amount of assist set by the app on your phone. https://electronwheel.com/
The idea of front-wheel electrification for existing bikes is appealing, although I think the implementation could be improved. The benefits are clear: retain the existing drivetrain as-is so the rear wheel doesn’t get too complicated. One of my gripes with typical rear hub motor ebikes is that they tend to get in the way of normal bicycle maintenance, such as changing a flat. Putting the complexity onto the simpler front wheel makes a lot of sense.
However, I think they’re emphasizing the wrong benefit: the speed of electrifying a bike is not at the forefront of potential ebike riders’ minds. Most people are not electrifying their bike daily that this would be a selling point. I also have concerns about this wireless cadence sensor, since it raises the question of where the battery is mounted: in the hub or on the frame? Their website is quiet on this detail, and the 6 year old YT video doesn’t clarify.