It's a cool idea, and I applaud the designer's ambitions and her interest in outreach. For backpacking, though, from a function standpoint, I have the same misgivings about this design as I do about all jacket/sleeping bag combinations. People need more insulation at night, when temps are lower and one side of their body is in contact with the ground. Any sleeping bag warm enough to sleep outside at night would be too warm to wear as a jacket unless there is extra night-time insulation that can be removed. The traditional mountaineering combination of a heavy jacket and an "elephant's foot" sleeping bag does just that.
On the other hand, the conditions that would make the jacket/sleeping bag combination ideal are warm(ish) nights and cold days, which might be exactly what a person living in a shelter in Detroit experiences in winter. I could see these jacket/sleeping bag combinations being popular, even if they don't take off among backpackers.