Also I disagree that it is a design fail. What (i think) you are describing is poor industrial design; it would be more prone to break, as well as costing more to produce (bearing in mind this is being done by a startup).
The real design failure is Apple's. My laptop (like nearly every digital camera ever?) has a spring loaded sd-slot, that allows the SD card to sit flush with the edge.
The more I think about it the more I agree the real design flaw is from Apple.
* So nothing can get stuck inside. * So valuable space isn't used up inside the computer. The motherboard in a macbook air is tiny. The extra half-height of the SD card that would be necessary for it to go all the way in is significant.
Either way, as it stands Apple hasn't provided a spring-loaded mechanism, so they have to do something like this. They only made the removal tool by popular demand: in the Kickstarter they were just advising use of a paperclip, which seemed reasonable. Over-engineering is always a danger, especially when you're fighting to just get a product shipped.