It's "insurance" insurance, where they'll replace/pay for it if it's stolen or there are accidental damages (dropping it). What's cool is that it's not limited to your home, there's no deductible, and they don't depreciate it if they pay you for it.
Compared to the cost of extending warranty coverage for an extra year with the manufacturer (an extra hundred dollars), it seems like this might seem better. But i wonder if anyone's actually made a claim with them before, and if there were any problems.