The terribly named InstruMMents 01 uses a laser to make digital measurements

How do you measure something that’s not in a straight line? Rulers and tape measures work, but only so well, and at certain points you’re making an approximation as you try to fit the object to the curve.
The 01, the first product from a new company called InstruMMents (founded by the creators of the Misfit Shine), claims to allow for easy digital measurements of both linear objects as well as those with irregular surfaces using a laser-based measurement system.The pen-like 01 comes