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I think the idea is that by locking in the rollers position relative to the tooth they reduce the movement/friction between the roller and the tooth, and only reintroduce a fraction of it by more rotation between the chainlinks & rollers. Then they reduce the number of teeth by half, and you get an overall more efficient system.
I think. They're not doing a great job of explaining the how.
And Im sure theyre doing it for commercial purposes to recoup their investment on equipment, but I think its cool that if you had the cash, you could rock up to their own testing rig with your own stuff, and compare apples to apples.
You can't pull a chain from the back of a tooth