I know what one you're talking about I just saw the commercial yesterday!
I was impressed as I have given up conventional abs a while ago...
well.. not really, I do a thorough ab workout 1 or 2 times a week, but I compliment with standing sculpting exercises.
A lot of kickbox moves are good for that, like the side crunches and torso rotations.
Janis Saffell has a 10 minute quick fix video that has a section that focuses on core--all standing!
I did that a couple times and got the hang of it now I just do my own little additions myself at the end of my cardio's or any workout.
I like them. I want some muscle yes, but I am also the perfect weight I want to be and YET I have a very high hip bone thus a couple of handles that are impossible to get rid of! I can't even keep my shirts down they keep riding up my FLAT stomache.
Grr..
So I think that exercises used to "sculpt" the area help to shed fat but doesn't build up too much around the area you're trying to lean out.
I noticed on the commercial that a lot of the exercises they use are the same as many conventional crunches, just altered to be easier to execute and more comfortable than an actual "sit-up".
Like the lower ab crunch they do on the chair (there's somehting similar to that in the 4DS core section, only on the floor.
Overall I think any standing core moves serve to sculpt and tighten the area less than build a lot of muscle (as the resistance is minimal).
I like the idea and think it's great for those that want to shed some fat or can't do a lot of conventional floor work due to back problems etc. It's a great way to strengthen the core without the discouragment that often accompanies painful floorwork.