Interesting concept, but I'll stick with bonded HP ammo for now that has a proven track record. I'd like to see how this performs over the next few years. Just seems that bullets that light are not going to perform well in the real world with clothing, fat or heavily muscled people, ribs, barriers, etc.
They claim great accuracy at 50 yds, but it has horrendous ballistic coefficient. From the shape and weight it must be basically a full HP jacket with a very light compressed material (powdered metal?) core.
I don't see anything it does that a Gold Dot or PDX bullet won't do as well or better (except fragment and not sure that is an advantage).