If I'm reading this right, what they're essentially doing is providing a specialized SSD with a higher bandwidth interface (one that is electrically compatible with existing DRAM controllers) than SATA (or even PCIe) can provide.
This is clearly a niche product aimed at enterprise use. It won't be affordable for mere mortals. It almost certainly requires customized BIOS and OS support, since it sits on the DRAM bus but acts like flash. "Normal" systems won't know how to take advantage of that.
If the world isn't making sense to you, you're either drinking too much or not drinking enough.