When I read the headline I also thought it was going to be a cartridge like the Silicon Filmworks concept.
Too bad it isn't. It's just a marketing gimmick. But it raised way past its Kickstarter goal, so there are plenty of people who want to pretend they are shooting film.
I guess if you market something with a moody-looking Japanese girl the "hipsters" will part with their cash in droves.
I don't recall reading the SD card will be in the 'digi-film' cartridge. I believe it's stored somewhere else in the camera. The 'digi-film' thingies really are just the camera presets.The "film" cartridge is a holder for an SD card, but gives ISO/Monochrome/Color presets to the camera. It looks more like an Agfa Rapid Cassette than 35mm.