The LICKI Brush advises you to "slowly approach your cat when she is sleeping" to use the device, which sounds totally reasonable. If you're going to come at your pet with a giant rubber pegboard sticking unnaturally out of your mouth, ambushing them is clearly the best way to do it.
"Your cat will love it! Or claw your goddamned eyes out! Definitely one of the two!"
The Kickstarter also mentions that this device allows you to lick your cat "without the furballs," as if that was the only thing stopping you before, and that you can "invite your friends and their cats over for LICKI parties," which is heroically ignoring the fact that the type of person who buys a giant fake tongue to lick their cat isn't the type of person who throws parties or has friends.