So my buddy owns one and wanted me to try it on set of his tires.
First off, there are like ten things wrong with the photo from their website.
This is how it should look and work.
Don't waste your money on this one. The bead on that tire may have been the nastiest one I have ever had to break, but this tool couldn't even budge it.
I had to use my tired and true homemade device and two C-clamps on that stubborn bead. So get a bottle jack at Harbor Freight instead.