Yeah, the first 10 seconds of the Pockit video immediately sent me back nearly 10 years to Phonebloks.

Some follow up:

Typical, fairly sensationalist piece on Google's Project Ara - https://www.youtube.com/watch?v=PQqudiUdGuo

and then, Phonebloks, 5 years later - https://www.youtube.com/watch?v=_wwrIpv38nE