I saw this last night and admit that I've watched the video a couple times. It's a fascinating view into what users are really doing with your product.

<spoilers follow>

And, I'm really impressed with the filmmaking skill exhibited in this short video. The transition between walking with the camera and setting it down to rip the smoke alarm off the ceiling is perfect, and the framing there is great. As the film proceeds, Brad's breathing becomes more apparent and faster, as the tension builds to a climax of automatons screaming "emergency" and "can't be hushed here, can't be hushed here hushed here". I also appreciate the exposure as Brad walks into the garage to find an improvised grave for his machine overlords; completely black, and out of the blackness comes an insulated water cooler, perfectly sized for the smoke alarms. Finally, I like how the anger, tension, and action escalates progressively through the film. It starts off with some walking around, and gradually becomes more violent. The timing is just perfect.

Perhaps not intentional, but it's just so wonderful. This should be submitted to a film festival. It's the most fascinating "home video" I've seen in ages.

(Edit to add one more thing: I think the real genius is the computerized voice, not quite speaking with casual American English rhythm, telling the user that they can't do the exact action they requested by physically pressing a button. Obviously, Stanley Kubrick beat Brad to the punch by a few years, but it still works. And this is real life, not fiction.)