Never heard of them either. By the look of them, I would say the traction/grip will be way inferior to the MSR on steep terrain.
Also, I'm not sure I like the sliding part...it may be very good but it's a place I could see breaking when fully extended. I don't know. The plastic MSR are very though and they have a lifetime warranty.
Here's the model I have:
It's probably the product I've bought in the past few years that I'm initially the most satisfied of. I've owned them for just a month, but I've used them every weekend and sometimes on weekdays.