I think a substantial part of their audience is closer to number two. It consists of (sub)urban people like me who like gadgets like those but mostly treat them as toys. The more useful, the better, but realistically uses are rare and sometimes a little contrived. So ergonomy not all that critical. A spork like this one may disappear in a backpack, briefcase or jacket pocket for most of the year, but once in a while the take-out food people forget your plastic fork and you can reap the fruits of your preparedness.
Of course that is not the imagery usually used to advertise those things.
