I agree. Not needed and very expensive. Innovative, yes, needed, no.
32 reloads sounds good but add in the cost of cases and dies. $100 dies and $100 per 1000 cases.
With the aluminum head the primer pocket will expand to where it won't hold a primer in, these guys could have tested many cases before finding one that could go the distance. 9mm brass is just laying around ranges all over, free to anyone willing to pick it up.
I wouldn't give this any more consideration, too costly. Nice try, but no thanks.
BTW, the site says the cases come from the factory ready to load, no need to size, flair. You may find a few that got damaged during shipping, that's true, but being made from nickle plated stainless steel I doubt you'd find any.