I never liked the idea. I didn't like the idea when the company released a video saying how it "works". Folding high frequencies in to the noise?
I have lots of problems with that. For starters, you cannot fold something "under" the noise and expect to recover it. Once it's lost in the noise, it's lost in the noise. So this means they must be actually increasing the noise level in order to create something that can be recovered. It also sounds a lot like spectral band replication; which is never a good idea and just synths the effect of having a missing frequency range.
Any proprietary format like this is simply a way to make money. It's a bad solution to a problem that doesn't exist in my book. It's all pacebo effect.