Ian, there are many kid-friendly educational products (and even some for programmers) with easy to grasp visual interfaces for programming. There would be sensor boxes with parameters (tilt angles, joysticks, distance from the depth camera, touch screen tap, etc.) and output boxes (generating sounds, vibrating, colors on screen, etc). These interfaces typically work by dragging and dropping the boxes and sticking arrows between them, which is intuitive enough for most people to quickly understand. If they include an interface like this for custom builds, and hopefully allow for sharing them online, then people could create their own cardboard devices and share the templates online. That is the real appeal of a product like this. The sets shown hopefully just act as an introduction to the concepts.