This is a simple, but well designed and made device. I can't be sure how well it works, yet, but I can certainly feel it pulling on my embouchure muscles when I sue it.
There are two main methods of using it, and I'm not sure if one is more effective than the other. I prefer the method of pursing the lips around the smaller tip of the PETE, which gives the burn sensation quite quickly.
The other important point to make is this this device won't help your embouchure unless you use it regularly. I found myself using it each day for the first week, but then found myself forgetting to apply it.
So, but it, stand it on the table next to your instrument and it looks great. But you'll need to get into a regular habit of using it if you want it to enhance your embouchure.