I think it's a great idea, but not because it means I would use it. I love my lump charcoal and go to great lengths to source the best, and the same with smoking woods.... but that's me.
Now, let's say we all have neigbours with gassers who like to murder a steak and a snag every now and then, but would never go to the lengths the brethren go to in order to secure good sources of smoking wood.
Those people may be quite willing, if the product is marketed properly, to ditch the gasser and add a Weber or an Acorn to the Patio.
I can only see an upside, even if we personally may never use it.