Pretty cool. That could definitely take "the edge" off on a non-suspension bike.
One drawback that I can see though - I guess rim brakes would be out of the question with a wheel like that, you'd be braking going over some bumps and BAM, brake pads go into spokes when the wheel jumps up....I think that makes the usability of the hubs somewhat limited.
Interesting - they do have pictures with disc brakes installed on them, makes me wonder... wouldn't braking be affected when the wheel with the disc was hopping around and the caliper attached to the fork doing the braking remained stationary (compared to a suspension fork where everything travels together)? It would for sure limit the suspension effect under braking, as the braking would be trying to "stop" the wheels up/down travel....