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It will only be the future if they can sell it for the same price (or lower) as normal tires. I don't see it being the future, a) due to the potential added weight (unsprung weight = bad), b) aero dynamics issues, c) potential higher cost, d) it looks bad.
i doubt it will hit mainstream. too expensive for economy use, too ugly for expensive cars (i'm sure they can make it look more normal, but no one's going to replace the big wheels and lo-pro tires on their sportscar with a tweel).
Making sidewalls with no function other that just to cover up the ugly bits is inefficient and adds unnecessary weight to an already heavy tire. Plus, who wants to have tires with sidewall that is 6" deep? This tire design is practically inventing an answer to a question that nobody asks.
The ONLY application I see is for industrial application.