The Acrobat doesn't exactly "reinvent the wheel," as the cliche goes, but it does improve upon it. Eliane Rozanes, one of the Acrobat’s engineers, said it has a built-in symmetrical and selective suspension system. In layman's terms, that means it takes the bumps so you don't have to.
@Michael Lau Presumably yes, since part of your energy will go into moving the hub within the wheels. But since they're springs, you'll get most of that back, so it's probably close enough to a wash to not matter much. Especially on a purely A-to-B type bike like a folder. Edison Ong April 18, 2013 06:40 AM

The story of loopwheels is one of determination, and a streak of madness. They were invented and developed by Sam Pearce, in his home in Nottinghamshire, England. By training and profession, Sam is a mechanical engineer and industrial designer. By nature, he is some one who loves making things: designing, building, doing. He loves simplicity, and products that work well. Sam is practical and hands-on. He is stubborn and doesn’t give up easily. All useful traits when you find you’ve set out on a journey to reinvent the wheel . . .
We’re growing rapidly now. We’ve got good distributors in important export markets. We plan to expand into our current market and to look at taking our technology into other areas. This could be for use in other vehicles including for lightweight electric vehicles in our congested cities.