Vinyl/CD hybrid

Optimal Media have launched a new vinyl/cd hybrid, imaginatively called the Vinyl-disc.  The dual layer disc comprises a digital layer holding audio or video content, and upper layer with a vinyl groove which can be played on any normal player. The vinyl holds approximately 3 to 5 minutes worth of music, and the disc comes with a special adapter to hold the disc in place on your turntable.

It's a undeniably great gimmick, but I can't see it having any staying power.  CD buyers often don't have turntables, and vinyl buyers aren't going to be happy with just 5 minute of music.  I'm wondering what the fidelity is like.  According to Wired, it's decent but not as good as 180gram pressings.