I will explain as op does not want to for some reason.
Its a way to do augmented reality to display data in regards to your targets, environmental conditions and ballistics. The applications are endless and limited to the application written on ios. You could have a real time dynamic optic that makes adjustments on the fly in regards to sensors picking up data in your environment. The US military uses augmented reality training programs spawned by technology similar to the Oculus Rift.
You could project virtual reactive targets into your environment and engage them in battle to practice certain scenarios with the rifle firing live ammo or digital.
You could use your optics augmented reality to highlight real enemies and keep track of them in real time and never loose sight of their movements.
You could involve augmented reality and artificial intelligence to consider all available tactical options while engaged in a battle to predict enemy movements or consult in real time strategies in a dynamic battle field.
Perhaps you place the camera on a quad rotor aerial device and track real time aerial movements of animals or people while relaying that information to your optic.
This product in the scope of the technology is a piece of junk but this technology is the way of the future and is beyond most peoples understanding at the moment due to the fact they have not experienced true virtual reality or augmented reality. I have been part of the Oculus Rift development community for some time and Virtual Reality technology has opened my world up to imagining extremely immersive training simulations and augmented reality to aid in real life.