What the Fekkai?

For those of you who hit the shelves instead of the salon when you're looking for a dye-job, there's a fancier (and seemingly more pain-in-the-ass) way to do it starting this month.
High-end hair guru Frederick Fekkai has released his own line of at-home coloring kits called "Fekkai Salon Color" available at Bloomingdales for $30 a pop.
So how's it different? Well, you don't apply it with one of those handy ketchup bottles other box colors give you. You mix it up in a bowl and apply with a brush, like a hairdresser does.
Anyone else see potential disaster in this concept? I'm sure the color itself is great, but yikes. How do you brush at the back of your head and not glob the stuff all down your back?
Comment if you've tried it.