ZOMG!!! QUICK! SHOW THE BAD CLIPART AND GRAPHICS AND SOUNDS, OH MY!
First off, anyone dumb enough to print sensitive documents to a copier that contains mailboxes and document store features ought to be re-trained by their copier salesmen and/or shot. If the copier salesman doesn't understand this, they should be shot as well.
Secondly, this "threat" is true of most anything computerized.
This dude is the star of a story where nobody is interested in his specialized product designed to save the world. All he's doing is drumming up business. Avoid this scum like the plague and used car salesmen. There are freely distributed utilities like dban (bootable CDROM) that will sanitize drives according to NISPOM/DoD/NIST recommended standards (writing over the drive multiple times).
The average dumpster diver or CBS-story-hawking con-man will be using something like knoppix to read the drive. If you care about it, try to recover the data yourself this way. Any more difficult and you're talking hex editors and sector recovery/reconstruction, something outside the understanding of a majority of the population.
Often, these large and expensive machines are leased and so destruction of the data (and the subsequent destruction of the filesystem) could be voiding the agreement between the lessee and the leaser. These leases might be underwritten by the manufacturer themselves, and thus the machines immediately get transferred to the wholesale used market to recover whatever is financially left of them while the local broker sells the client on a newer one and the cycle repeats itself.
Canon, Konica Minolta, Sharp, etc should have a reinitialize feature that will not just mark the drive as clean, but actually wipe and re-write the file system. I would think this would already be a diag step in troubleshooting a failed drive now, but perhaps not.