Based on the demo video, this looks like an embouchure visualizer, except instead of a stick you hold on to the larger, outer ring, then buzz into the smaller end. For some reason there are springs separating the two halves, I guess to cushion the impact force on your face?

Their product description uses some confusing terms ("aperture strength"?!) and makes some big claims.

Personally, I think there is some merit to lip buzzing or using a visualizer, but you might need some guidance from a trumpet teacher familiar with these techniques. On your own, you can do more harm than good. Many trumpet players do not believe in lip buzzing or do it at all, so I certainly wouldn't say you need to do it.

However, my biggest reaction is that this costs $70! You can get a visualizer for less than half of that. Or spend even less and just use a pair of scissors or a ring. Or if you really want to shell out $70, get one of these bad boys.