The neat image is seeing the tire pop over a small curb - you can see the tire adjusting to the impact and keeps on rolling. Very, very neat idea.
Yes they might need a few different "strengths" dependant on what vehicle you're running - I think the biggest problem would be producing these in the wide-range of sizing that vehicles would need.
I also know that a big hurdle is with rim integration - as said above, they're either going to need a one-piece design, or need a special selection of rims that these "tires" can be fitted to.
So they'd need to make them in a variety of "strengths," sizes, AND wheel designs...
I think if they could figure out how to do this with a regular, mountable tire, they'd have the next-best thing since sliced bread toasted with beer-flavored butter...
Jeff