How is this rubber possible

Well, that was timely after my climbing technology post and querying what is the next evolution. The OR show was on in Salt Lake City in the past week or two, and some new gizmos appeared.

The GriGri2 from Petzl made an appearance (now supports 9mm ropes, phew!) but the shock/awe/is-this-real demo is FiveTen's new Mi6 rubber (this was found on ClimbingNarc's site - supposedly developed for the new Mission Impossible movie). Can't embed the video so you'll have to pop over to watch this mobile phone footage - can someone explain to me how this is actually possible?!

looks like the climbing scene is waking up!