Talking with Sam and Gemma it is clear that Loopwheels wont be stopping with just this one product, hints are dropped and you can see ideas formulating in their heads as they talk with you.
On smooth terrain The Acrobat’sTM innovative Adaptive RigidityTM technology keeps the wheel’s 3 shocks perfectly rigid like spokes. When encountering a bumpy surface, they automatically transform into soft and responsive shocks. With less energy lost to frame vibration and reduced impact to the rider’s body, The AcrobatTM offers a superior riding experience.

“People in the airline industry heard about what we were doing, and asked us to develop landing gear incorporating our technology,” said Barel. “We weren’t sure it could be done at first, but, after doing some work on the project, we became convinced that it could be done, and could save airlines lots of money. We’re now developing the landing gear system, which will eliminate the need for the expensive hydraulics currently used to ensure that a plane lands properly. This technology has not been updated in sixty years.”
As a full time wheelchair user, I cast a very skeptical eye at said "annoyingly infomercial-style video". About the only places I have trouble are in soft gravel, sandy beaches, and deep snow. Certainly not gentle curbs and flat lawns.