It's interesting, but not so new. I wondered how it worked so I checked it out... on a fixed-height mount you'll see a pin sticking out on the top of the end of the part that goes into the receiver - the load on the ball pushes the pin against the roof of the receiver box, driving a hydraulic cylinder which runs the pressure gauge, which is the dial you see. It looks like only the adjustable model made it (they've shown different designs before) and in that one the pin/cylinder is at the bottom of the moving ball mount platform, so it is driven forward into the vertical shank by the force down on the ball.
The manufacturer's site is Weigh-Safe Trailer Hitches - The Drop Hitch That Saves Lives!
I didn't watch their videos... I don't a lot of patience for companies that don't bother to write a clear description of their product, but instead start a camera and chatter for a while.
The concept is interesting. I don't know how well it works, but as long as they have only one weight range it will be useless to Escape owners, since a usefully accurate reading of that gauge will be impossible.
There is also an electronic weight-measuring ball mount from a different manufacturer: SenZBar
. I would have seriously considered buying this, but it only comes sized for a 2" receiver and I have a 1.25".