Looking at the NuLOOQ Navigator it may not be immediately clear what its purpose is, but as with similar looking items, like the Griffin PowerMate or the 3Dconnexion SpaceNavigator and SpaceTraveler, it is meant to complement your mouse. The device is used by your non-dominant hand in order to augment your controls- it does not replace a keyboard or mouse, but is used in conjunction with them in order to do things that a mouse alone cannot do efficiently or at all. As seen with the 3Dconnexion equipment, this type of device lends itself best to complex applications, like Adobe's Creative Suite (and the target buyers are creative professionals), but it is configurable so that it can be used under all sorts of different circumstances.