It looks like this shoe wants to be a combination of a traditional horse shoe and a boot.
Glue-on horseshoes have been around for a while. How successful they are I don't know as I don't have any experience with glue-on shoes of any kind, but these just seem to be another version of a glue-on shoe.
Like someone else mentioned, endurance riders have been using glue-on boots for a long time with great results. Although there is no access to the bottom of the hoof so you don't want to leave them on longer than a race.
Pros: Reduced concussion compared to a regular shoe. No nail holes (although I am not convinced nails do all that much damage).
You might also get similar results from using a shoe with a pad, although I like the easy access to the bottom of the hoof with this new shoe.
Cons: Perhaps durability? Perhaps cost? I don't know how easy they are to shape and apply (or if shaping is even possible) and I don't know how well glue-ons stay on. Also, I would wonder a bit about moisture getting under the very large tabs. I would guess the adhesive would help keep moisture out, but that would be a slight concern on my part (being that I don't know anything about these shoes in particular, so I don't know if that is a legitimate concern).
So really, other than some concussion reduction, which could also be done with a regular shoe and pad, or better yet, with boots and pads, I don't really see the big break-through? Maybe it's trying to bring together the best of both worlds.....the concussion reduction and no-nails of a boot with a shoe that can be left on like a regular horse shoe. Maybe that is the niche.
If you want fun colors and no nails, you could also just use boots. I am a boot user myself. I like that my horses can have strong feet and not wear shoes 99% of their day and I only have to put boots on them if I happen to be riding in the rocks on a particular day. It's sort of like our own shoes..... we can run around the house barefoot and just put our shoes on when we go out.
But you know, if these shoes work well, which they probably do, I have absolutely no problem with them. More tools in the farrier's arsenal is always a good idea. And they might fit into that niche of horses that can benefit from boots but you really don't want to leave boots on 24/7 but if the horse isn't sound barefoot, what do you do? This could fit the niche for those horses. In other words, its still not barefoot but it might be better than a regular shoe for horses with soundness issues that can't be comfortable barefoot.
I wonder if they are hard to remove?