The Water Fence is the idea of 15 year old Steven McDowell. The 6 foot high water storage fence is capable of collecting 240 gallons of water in each tank section from the rain run-off of your roof.
According EPA.gov, "the average American family uses 320 gallons of water per day, about 30 percent of which is devoted to outdoor uses," (http://www.epa.gov/WaterSense/pubs/outdoor.html). That would be an outdoor use averaging 96 gallons a day. A 240 gallon unit could supply water for 2.5 days depending on the use and size and type of landscaping. Doesn't sound like much but when you add 32 of these together (the length of fencing on a standard residential lot of 60'x100') you have reduced your water usage by approximately 80 days, nearly a quarter of a year. Take in consideration rainy and cool months where less or no water is needed in the garden you have a generous supply to supplement your outdoor irrigation. Add drip a system or high efficiency sprinkler heads and you have succeeded to increase the usage. You could maybe even sell it to your neighbors and help offset the cost.
There are a variety of decorative treatments for the sides and it seems that the typical white vinyl look would be most in demand thought they do not have any photo's on their sight. Most Home Owner Associations approve the white or tan vinyl fencing over other types.
I am waiting on the some cost information from the company and will add that to this post. For more information go to http://www.waterfence.com. Also, do the young man a favor and repost this post or any of the companies other videos.