In case people don't know, this was a successful Kickstarter a few years ago for bike wheels. They went to bike shows with a lot of enthusiasm but given the additional weight and cost it was likely a hard sell. Great to see they are still around!
Also: quite a nice landing page!
Deforming the wheel means far less mass is moved and thus momentum. This is why we use air filled rubber tires in the first place, but they have real size limits. So, this could actually provide a smoother ride.
Probably not worth it for a bike, but someone with a broken bone for example can be extremely sensitive to shocks.
On a bike the total weight also includes the fork and parts of the suspension. Not sure about wheelchairs, but I suspect deforming the center of the wheel still easily cuts unsprung mass in half.