Concept Bikes & Bike Innovation - for better or worse

They seem to have created a non-existent problem.
Hubs last plenty long enough already.

I quite like the spherical serrated washer, but doesn't their video suggest that the axle stress from flared dropouts and the axle stress from rider weight act in opposite directions and so the net stress might be negligible.

Also, they have essentially a spring (in the form of a slotted shell) as the interface between the axle and hub body. The claim is that this keeps the bearing contact surfaces straight and so extends hub life. But wouldn't this also absorb energy, especially at the rear wheel? When you press on the pedals it would flex the spring forward.