I strongly believe at this point, that the company is NOT a scam. Note that they reference Utility Marketing Concepts explicitly and pronounce that the water heater WILL BE branded with the Freedom line already in production. Either Dave Myers is 100% sold on the product, or he is 100% involved in the "scam."
Now, we wait and see if it comes into production. Apparently Dave Myers believes it will. I would love to see his share count...