This article is a bit unquestioningly gushing - although I love the creativity and concept. For starters, I can't see how it has any lateral grip. Nor is it explained how it negates the need for a hub or bearings. I assume disk brakes are used, but that's left to the imagination.
How I wish there was a news source which got down with the technicals. Thinking about it, that's the space that HN comments fill.