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Silver Sova’s comment is:

First things first: I am not in any way affiliated with the project or the product, just replying to your question.
The product in question is not a joke, or at least doesn't seem to be. It's a Moleskine hack, which anyone can make, but on the way of becoming a real, purchasable product.
The nature of it is unconventional, as is its name. Obviously there is no App Store app sold or downloaded with the hack. I guess the name is as confusing as the product itself, also misleading. However, it also seems to remind us that the term "application", which the word "app" derives from, has a wider meaning, spanning way beyond smartphone software stores. The hack consists of three bits: a plastic iPhone stand, three colored sheets of transparent plastic(?) and a small mirror. The stand works as, well, a stand. The three sheets act as filters to give photos you take some toning. Similar to colored filters used in front of SLRs. And the mirror allows you to play around with optical effects. In the video, they demonstrate what they call "split screen", which is really just achieved with the iPhone taking a photo of what it sees in front of it and a reflection in the mirror showing what's going on behind, or on the sides (depending on how you turn the mirror).
And the Moleskine? If I had to guess, I'd say it's just there because you need a big name to help you promote such a weird idea. Also, maybe Field Notes' products didn't provide the physical support to hold up the stand and the phone, as does Moleskine's hard covered notebooks.
Moleskine has, for a long time, tried to communicate with their audience by, for example, taking interest in user-made hacks out there. So far they have simply promoted their favourites on their website (http://mymoleskine.moleskine.com/community/mymoleskine_hacks.php),and I suspect this is also the case in hand. Although Moleskine has been quite experimental recently (with Evernote app + notebook), I seriously doubt this would ever become an official Moleskine product.

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