Personally, I don't fully disagree with your comment of the device being gone after by new car manufacturers, at least at this point.
But aftermarket is quite another story, and a company can charge it's stratagy along the way. I'm not too keen on the fact that they even commented on who they would target with this product, this early into it's development.
But one thing I would like to say, as someone who built engines way back when, changing the fuels consistency was something we did back 40+ years ago, to affect an engines performance. So, I'm not afraid of the technology in compressing the fuels makeup to produce a better fuel for compression and combustion. As long as the device produces a consistant and octane stable fuel.
It can work IMO.