Interesting indeed. I feel like I saw that about a year ago on Bike Rumor. As someone who babies my bikes, I'd gladly trade a bit of weight for some durability and peace of mind.

They seem to be a bit closer to starting up production now. Curious to see which brands will be partnering. They are practically neighbours with Canyon distribution :-)
Sam

Not sure how quickly it would be adopted for road and tri but I could see it being something marketable in MTB and CX.