The demo video touts them as "eco-friendly", and I'm assuming they mean relative to traditional pneumatic tires, so how are they actually better in that regard?
There might be multiple factors: how much you pollute to produce them (much less, considering that there is almost no metal involved, unlike with traditional tires which have alloy wheels); how much they get consumed by usage, compared to traditional tires; how much they pollute to dispose of them.
Normal tires are terrible to recycle. You have to grind them up, sift out all the metal pieces, and then you have some poor quality recycled rubber to use for something.
The video says they're recyclable, and have low rolling resistance for better fuel efficiency.