Rollie claims that the system requires you merely to crack eggs and pour them into the Eggmaster Cooking System, which then does the rest. The sausage-shaped omelet will pop up out of the top of the appliance when cooked ... making it more like toasting bread than actual cooking. The system works by virtue of a "cylindrical non-stick cooking surface surrounded by a revolutionary heating element."
How many people actually find cooking eggs to be the chore the video below makes it out to be is debatable, but the company claims other advantages over traditional cooking methods; these being the lack of added fat or butter, and less mess. Rollie also claims you're guaranteed "perfect eggs" every time.
The Rollie Eggmaster Cooking System is only available to order online to those in the continental United States. At the time of writing the price is US$29.99 plus $9.99 postage and handling fees. It can be seen in use below.