I think it will be interesting to see what exactly they are able to do with this technology. But, I don't think they've actually made a record this way yet. I would imagine that the press release was written by marketers and not by scientists, so there is likely hyperbole (not fact) driving the 30% better verbiage. After reading this it sounds like its nothing more than (though not trivial) a laser cut version of the DMM process (albeit the inverse). By directly cutting (via laser) the pressing disk (negative of the record) several steps wherein error and or contamination can creep in seem to be slated for elimination. Theoretically this would be a good thing. It also sounds like they have more control over the cutting process such that more groove modulation can be introduced without reducing recording time (thus x% "louder") than the somewhat archaic and very mechanical cutting process now used. Who knows … its patented but not tried and true. But, it is very exciting to consider the possibility that manufacturing steps can be eliminated thus reducing chances of error and contamination that lead to degradation of sound.