Interesting to see them debuting in ATV tires first... they have been 'concept' showing them on 4x4's at SEMA and similar for years now... but never available on the market to my knowledge.
I'm less worries about the longevity and more worried about their use in mud/snow. What happens when some of those voids fill with mud or snow, can you say unbalanced at speed. What about sidewall damage, a rubber tire can absorb and actually provide traction against a rock on the sidewall, these look like they would be damaged?