I found a pic of of KULR's bag, and I've seen Hydra interwoven around battery cells.
So I'm still thinking my first guess was correct. That TRS is not a standalone product - it's a tough material that can prevent thermal runaway, but for critical applications (NASA, DOD etc.) it needs to be contained in some type of explosion-proof bag or box that can also contain smoke.
The Americase Battery Bag looks pretty flimsy, even though they're DOT-approved for shipping. Doesn't look like they would contain an explosion, nor does the company seem to imply they can - they're simply "heat-mitigating."
BTW, the link to the company website is hard to find in the intro.