I don't see what's 'awful' about it, any more than any other 'exercise device'?
They simply restrict(to an adjustable degree) the airflow through your mouth so you have to blow/suck a bit harder, thereby exercising the muscles, etc, involved in the breathing process.
It's no worse to use than blowing up a balloon...not at all like emphysema (I assume that was a joke?) which must be a very frightening and unpleasant condition, because you cannot simply 'turn it off'.
BTW, I am
not an agent for these devices
I just think they probably have some merit ...like a Bullworker, Swiss Ball or exercise bands.