So, I got a chance to see this at AU. It's a very impressive interface and they've got some very nice features to create these 3D PDFs. It basically starts off as an image with a areas defined for different elements. You drag, drop, size, update settings and it does the rest.
This would be phenomenal for use on the shop floor, potentially bringing in more features than what Composer or eDrawings does.
One use case was using it as a certification doc, where measured values could be entered and show pass/fail against the drawing dims.
Still no price, although I don't think it would be over the price for a seat of Adobe Acrobat ($450 desktop), although I think this adds heaps more value to creating PDFs than what one does with Acrobat right now.