This isn't a huge news release. The product is decabromodipheny ether (also known as decabromodiphenyl oxide). It was (is) a staple fire retardant for decades that performs very well. The product has been slowing down over the last few years over unfounded concerns of non-existent health effects. Decabrom is a fully brominated (10 bromine atoms) molecule that is not easily bio-assimilated. The under-brominated versions of the molecule, octabrom and pentabrom, have known health issues.
I believe they have an alternative product that serves the same users out there already, and it doesn't surprise me that they are working on a next generation of "greener" brominated fire retardants. The situation is well in hand on this product.