I think it is a scam. Their website and one uploaded video is there for a day. There are no names. Address they provided is ordinary house. And if you search for their company "My TabAl, Inc" (mentioned in ToS) allegedly registered in California, you find nothing.
An AI collar that listens in around the clock and expresses its thoughts freely - Friend is designed to combat loneliness and accompany users in everyday life. Instead of answering questions or controlling smart home devices, Friend is intended to primarily offer emotional support.