Maybe this company will be the one that actually does it. Who knows? But, so far, all such claims have been expensive hot air.
The cost per watt has consistently gone down. If this technology works, it will go down some more.
Solar isn't any sort of do-all and be-all, but it's already in use where it makes sense. I expect it to be used in more applications as time goes by. I've always been interested in the idea of a roofing material that doubled as a solar electrical panel. Who knows.
If these guys can make this work, good for them.