This is the important bit:-
"The cardboard boxes contain essential items including baby clothes, a digital thermometer, towel, changing mat and books.
They also include a mattress, with government advice stating that the boxes are a "safe and comfortable place for your wee one to sleep"."
Most parents would get up to see to their baby, not just look sideways (half asleep) though cot sides.
Nevertheless, nice as it is in many respects & I must admit to being quite taken with the baby box and its contents, I can't see that 'cot death' will be prevented & maybe that is one aspect of the box idea that is being over emphasised. Can't do any harm though.