The man behind the technology is Immerz CEO and president Shahriar Afshar, a physics researcher infamous in academic circles for a controversial experiment he conducted on Harvard in quantummechanics.
What Rushkoff and Malik are describing is a new experience of physics for humans, more akin to magic or at least quantummechanics than to the classical Newtonian physics on which the modern world was based.
Roger Penrose, for example, has long been on record as arguing that it is quantummechanics, not general relativity, that needs to be modified in order to successfully develop a grand unified theory.
Having two candidates for a theory of everything is almost as upsetting to physicists as their inability to reconcile quantummechanics and general relativity in the first place.
Working on a theory to combine quantummechanics with Einstein's special relativity, he realised his equations predicted a corresponding anti-particle for every particle in existence - identical in every respect, but with an opposite electrical charge.