I've just emailed Garden Wildlife Direct explaining our concerns, and giving them the link back to this thread. I will pass on their reply. There are three good reviews of the product on their site, but all from people who seem to think it's just generally a good idea, without having actually tried it out or thought through what it might do to the wild birds.
Garden Wildlife Direct is an excellent firm, where I get all our wild bird food, feeders etc, and their customer service is brilliant, so it will be interesting to see how this one goes.