Interestingly, I just spent some time on their page. Looks like their whole marketing campaign is to reach those who wrongly think FL doesn't work in cold climates. Two pictures of the stuff on ice on their homepage and a small blurb about metal being porous and the lube working into the metal (sounds like FL copy to me).
What I don't see is compelling evidence (or any evidence) that it lubes better than FL, grease, or any other lube. Their website also says it is unlike anything on the market today. It is exactly like a LOT of products on the market today. And, I can't find any info on who owns it and who they are.