As someone who works for an AV company, that is pretty clever if it's as good as they claim. With every new technology there is an element of hype, particularly from the people who stand to make money from it. But it is certainly a novel approach and will be interesting to see if it is a success.

In theory I guess there is nothing to stop other AV's copying the basic idea, but although the principle is quite simple it sounds like these guys have done a lot of work to flesh out their idea and develop it to this point.