I find the best designs to be the most simple and intuitive. You don't need a lot of flash to be impressive, just a good idea implemented well. That's just what this FLX drive is: a tiny USB thumb drive with a unique, creative design.
The FLX is essentially just a little USB nub, but it's covered with an accordion-like plastic sheath. When you insert the drive into a port, the cover bunches up. When you remove it, it automatically covers the plug again. It's simple, it's smart, and it's a wonder that no one's thought of it before.