I can see the use for that - if I've been out in really claggy conditions debris builds up under the chain and around the chainrings in my HammerSchmidt. The chain packs it all down and it has nowhere to go because it sits in a groove, this device would clear that groove out. from the description it must bolt underneath somewhere but I've not noticed any holes for the bolts (or looked for any).
FWIW - at the end of a muddy ride I clear the compacted crap out with a screwdriver or allen key... not sure i would bother with something like this... but I've not ridden through a winter with my HS yet.
If they really want to sell any of these they should put up a picture of it working so we can see where it goes and what it does.