I don't know. I am still scratching my head regarding the entire concept and how it works. I have problems figuring out how the device deals with the wheel spokes and air valve and that comment about the wheel not moving also confused me.
There aren't any spokes (they must either have a custom rim or filed the holes in a rim without spokes installed), they must be sending the air valve out the side of the rim and I think they meant the assembly in the middle doesn't move but the rim and tire do.
But I still don't see the advantages...or as Pat says, what problem it solves. Why not just use a regular old hub motor?
I'm definitely not buying the "you could put anything you want in there...a TV screen....a coffee maker...whatever you want!" Yeah right! The unsprung weight of a hub motor drives endless debate....why you would EVER want to add anything inside the wheel that doesn't help you move forward is completely beyond me.
I think the major benefit I see with this is that this motor/wheel can easily be installed on pretty much any bike. By containing the motor and battery in the front wheel, you free up room and weight in the rest of the bike. No need for adaptation to the gearing or pedal system. I wonder if there are advantages from a front wheel drive system. Obviously the wheel is still light enough to perform a wheelie. So at a glance it's significantly superior to current ebike systems I have seen, which are really heavy or at the very least involve some conversion work from an existing bike.
A mid drive conversion is a little more complicated but you can install a hub motor on ANY bike under the sun with very little effort and moving weight from the rest of the bike into the wheel is the opposite of what you want to do....unsprung weight is your enemy. The ability to do a wheelie doesn't really say much about the actual weight. It's possible to do a wheelie with a pretty decent amount of weight up front. I guarantee you could do it with a 20lb weight up there and that's more than most (if not all) hub motors.