Having spent the past 8 years building industrial lasers, I can tell you these guy's are using scare tactics to make it sound worse than it is. Sure almost any laser can cause damage, but it really doesn't help when you use the government mandated warning to make it sound like it's an uber weapon.
Doing a rough calculation at 445nm, with a beam dispersion similar to most green LED's (guess on my part, not included in their docs). And an average 30% efficiency (again a guess but consistent with most LED's in this range) with no other optics involved, it would take 35 seconds of exposure to 1 point of your retina, from 10 feet to start to cause damage. At this wavelength the first thing you'd notice (besides the bright light in you eye) is that the cornea would start to get cloudy. But in all reality, you would have blinked or moved way before that happened.