Hmm... they claim a drastically reduced coefficient of friction due to the coating. It that's true, then maybe the sprocket life would also benefit?
I'm willing to give it a preliminary rating somewhere above snake oil, based on my experience with using diamond-surfaced sharpening "stones", carbide-tipped saw blades, and the amazing life that cylinder coatings yield in modern engines, along with the innovations known to have come out of BMW and German engineering.