I've spoken to a manager on the software team there recently (the embedded software). He told me a few things about what they are doing at the moment, based on what he told me I'd assume they are looking to cut costs to save as much money as possible during production. To me that sounds like someone who wants to rip the market a new one. These things are going to be affordable and effective, let's hope they are reliable too!

As far as i know this technology is real, and there is a lot of research gone into it.