Snake oil
A disk drive is still fundamentally a block device: rotating disks divided into tracks and sectors.
The Kinetic drive might expose an object API, but there still must be a filesystem of sorts underneath, to map object names to blocks, allow objects to be created/modified/deleted, track free blocks etc. This idea of "upside down" is nonsense; you've just moved the filesystem layer into the drive itself.
In addition: how much trust do you have in this black-box filesystem buried in the drive firmware? Is it journalled? How good is it at handling fragmentation when many obejcts are created and deleted? What happens when it gets corrupted? How are the fsck and data recovery tools going to work, if you can't talk directly to the underlying blocks?