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What you probably need to know:
1. Not snake oil (at least, not fully). Real, actively powered (via USB) digital signal processing with a processing chip, seemingly decent AA algorithms, and whatnot. True 4k? Nah. But about as good as you could manage with nice video editing software (and in realtime).
2. How good? Your mileage may vary. Important to note diminishing returns from 480p/720p/1080p sources with lower-res sources seeming to get the biggest improvements. Please watch the Linus video linked many, many times below in these comments for an important source setup caveat. (As a friendly aside: remember that when you're viewing your 4k screen from 6-8ft away, the math would support that 99% probably can't see the 1080p upscale anyway...let the tomatoes be thrown.)
3. Which one is this? Oldest one. Basically, there are the new Gaming/Cinema editions, before that was the Ultra, and the original (this one) is now referred to as the Legacy. That was a pain to figure out, but this short video by the Marseille CEO seems to support this: https://www.youtube.com/watch?v=Q--IUlJHLSQ (you can skip to about 1:25 in when he grabs the different boxes).
Verdict? Neat idea, and I certainly have the low-res library of games/movies to support such a cable; but I'll probably hold for a price reduction on either/both of the newer cables. If for no other reason than Linus Tech Tips showed side-by-side comparisons of those to a native source; and I haven't seen the improvements of this one. Given that the results of Linus' review are impressive but still relatively niche - if this one performs worse, my "eyes-to-screen-size-to-distance" ratio probably means I won't see any improvement.
Hope that helps.
I know the upscaling tech has changed from this generation up to the newest cables, but if I had to guess; I'd wager the actual cable has changed little if at all. But again, I don't actually have one to test it myself so take what I'm saying with a grain of salt.
You'll have to let me know if it's noticeable or not when you get yours. Now I'm curious, haha.