From what I read about how KEF has always gone about applying technology very meticulously and fairly openly with the ls50s ( a big reason why I bought them ie what went into the impressive design was published and made very transparent to any interested buyer), my gut tells me this may well be the real deal and should upgrade my ls50s given the modest cost difference.

Could it be hype though? IT’s gamechanging technology if the hype is true. Absorbing most of the backwave as advertised sounds really good, but would like to see some tests to confirm the effectiveness advertised especially compared to the alternatives. Should be easy to measure and confirm. One would expect the speakers could get warm with all that extra energy converted to heat.

On the other hand if Guttenberg says 10 versus 6.5 as he describes, that’s the bottom line. HE was adroit enough to also appreciate Ohm Walsh speakers after all (which uses a "tuflex" block to absorb the backwave in the Walsh style driver which is itself a totally different beast from most "box" speakers in terms of how it operates....for the better I would say). |:^)

Will KEF sell their new sound absorbing technology so others have a chance? IF it does what it says it would open up a lot of box speaker designs for me that I typically go out of the way to avoid given the options.

Handling the backwave effectively in a box speaker is always a huge deal and an area still ripe for technical innovation I would say!
Correction:  tuflex block is used to absorb the front wave sound in wall facing directions with Ohm Walsh CLS driver, not the back wave. Totally different.  With Ohm Walsh the backwave is different in nature and I believe fires down the length of the cabinets not across the narrower width like conventional box speakers. Apples and oranges.  Still the kef sound absorbing material probably has many  applications if truly superior as it may well be. 
Backwave with a Walsh style driver is a different beast I would think with the driver exposed and mounted on top of the cabinet facing downwards and the sound heard emitted to a large extent  horizontally off the rear of the driver. Seems to me it would be less of an issue with the Walsh approach but not sure. Maybe someone else has more insight?
This is just a manifestation of the ever-increasing desensitization rampant in modern life.

Version 2: multiple YAWNs.
Innovation: YAWN.
Game-changer: yawn.
Brand new technology, twice as good as before: let me Google that for a moment.
Could be. I wonder why that is?

Some tests and measurements are surely to come out sometime soon that either backs up the claims regarding sound absorption or not.

If so, I would hope people who care about the best sound quality possible at least would take notice.

Otherwise, yeah, its always hard to separate the hype from the substance .

I will say that based on my experience with them over the last 2 years the old ls50s are very good within their limits though and if truly made even better are an even better value now than 8 years ago. Especially if you use them with good gear and a suitable amp up front,  a good sub or two or 4 to fill in what’s missing properly, and the room is not too big.

They are still small speakers after all.   However sounds like bigger kefs will be getting similar enhancements very soon.   Nice that the proclaimed innovation was made with the product that most can afford and will trickle up not the other way around.