Space saving?

This interesting post on core77.com is less about the product and more about the terms used to describe it. The design featured, a "space saving" new spice rack, which doesn't seem to save much space at all.
The author of the post questions the design, saying " Is it me, or does it take up just about the same amount of space as it would if it had a lower shelf, and the jars on the bottom were not inverted? What are you saving, half an inch?" I for one agree with him. All this seems like to me is a fancy magnetic spice rack, and I'm pretty sure that's all there really is to it.