There wasn't a sample unit out to see at REI or I would have taken a few pics. The packaging seemed a little large and heavy, but that doesn't mean much.
The total weight COULD include the (a) extra standard Camelbak cap that is included and (b) a zippered case for the UV unit. I don't know if that is true, though.
This could be paired with a Nalgene canteen bladder to save weight (http://www.campsaver.com/wide-mouth-canteens). The liter-sized bladder is still around 1-2 oz, so you could get the total weight to around 9 oz +/-. There are also lighter Nalgene and even Camelbak caps, too.
It's always interesting to see a new product that might push the market, as mentioned above. I do like that the UV bulb is circular and imbedded within the cap. The label says that it will work in cold water. I think the biggest downside for me is the reliance on the USB-rechargeable li-ion battery, although I guess there are places where a reliable solar charger would work.