Took me a while before i understood it was to store physical items. For a second I was thinking some battery solution-like grid storage system. A few photos on the homepage would help a lot and make it much more clear for noobs like me.
Same, hah. The similarity between gridwall and powerwall in another comment also snagged me. "Perfboard" has also gotten me before- both are perforated board, but one is used for quick circuit boards and the other (more commonly called pegboard) is a wall-mounted modular hook system for storage.
Based on the title alone I was thinking it was a solution for storing grids... not that I had any idea what kind of grid one might need to store.
When I visit that page, the thumbnail of the embedded youtube video displays automatically and shows a gridfinity setup with a wide variety of tools in it. Presumably he's presuming that people can see that.