What weren't they thinking? It's been so done, done many times and by real manufacturers in the 1980s. The Sharp bilateral (both vertical and horizontal- portable and home) did it quite well, with special Audio Technica cartridges on each side, Infra Red track search capability and full programmability. I've got several in my storeroom I restored in the 90s. Sharp, Sony, Mitsubishi, JVC, even Technics, everyone did a few verticals. Difference was, they knew what they were doing.
The only way to do it properly is with a linear tracking arm.
The bearings in their motor are being used in the complete wrong orientation as will the platter shaft bearing.
They are using a stepper motor to drive it.
Still, get yourself a slick video production and a CNC router and a trusty 'no-compromise' AT95e cartridge. A sucker is born every minute.