It's a couple days later, I received it, and I am very impressed.
The device pairs easily in the app using a QR code you can print out from the printer.
Paper rolls look to be about $12 USD for three roles of white stick-on label paper, 3.5 m length each.
The text output is crisp and the app seems very complete. It took me about five minutes to figure out how to print a rotated text address label.
The app has a way of importing documents. I can see where that would be very useful for certain applications.