http://www.gizmo.com.au/go/3603/
I can see this technology eventually making pneumatic wheels obsolete for most applications.
I think p-wheels will always be around though for reasons like legacy support and specialty apps like off roading.
I can see how the design would give the tires excellent 'sidewall stiffness' capabilities that p-tires could never meet too. That and not having to worry about blowouts would certainly make me want to use these on a high performace vehicle.
It looks like they would also make good drag radials too since it looks like the design could allow for the torsional distortion that is so important for drag racing.