Looking again at the video, the absence of the horizontal pin makes a big difference. On the Shoppers Rule holder, the thread would still come off the end of the spool rather than the middle. Unless the photo they show is incorrect because that's how it looks. It does look like if the guide wire swivels down it could work the way the Superior one does.
example: Superior with a spool:
[ATTACH=CONFIG]447094[/ATTACH]
shoppers rule with a spool:
[ATTACH=CONFIG]447095[/ATTACH]