The Kiwi is an ergonomic cutting tool with features that greatly improve on the traditional "exacto" blade holder.  Most notably, its shape helps to reduce strain on the joints of your index finger (the distal and proximal interphalangeal joints).  Mechanically, it features an embedded rare earth magnet that allows you to easily pick up fresh blades off of a surface, and draws the new blade into position when reloading.  Another great feature, which addresses issues of both strain and functionality, is the quick-release lever that grips the blade.  This lever rotates outwards to release the blade, and is held shut by the strength of the embedded magnet, thus greatly reducing the strain of tightening/un-tightening  associated with traditional blade holders