They really don't have many non-security products.
I think their intentions with this product is to ultimately end up as a more secure Firefox variant. (much like their intentions with Dragon) This is just the first release, so at the moment, there isn't a lot going for it in my opinion. That's why I said I thought it would be interesting to see what they do with it.
Back up could arguably be considered a security product, as many feel that it is an essential part of system protection. Really, the only things that don't come from a security angle would be the program manager, (although it will check to make sure your windows updates are current) GeekBuddy, and system utilities.
What do I think about them putting out non-security products? I really don't care.
The only Comodo product I use is CIS, and I am a bit concerned about the whole virtual kiosk thing that is going to be in the upcoming version. I really hope that it is an optional feature associated with the sandbox, and that it won't be the only way to interact with the sandbox. I also hope that the sandbox is more configurable. I never use the manual sandbox in CIS because it's a bit of a pain to work with. Currently I'm perfectly happy with letting Sandboxie take care of my sandboxing needs.