Thanks for the link which answers some of the question but not all.
It is a membrane absorber which are driven by pressure rather than particle velocity, pressure is a maximum at the wall and so on-wall is the optimum location unlike conventional foam/stuffing.
It is a tuned absorber with high absorption over a narrow range of frequencies at least in the form presented. The need for absorbers of this kind in a speaker is limited. It could be used for the walls of the port to absorb the unwanted compressible pipe resonances (as often seen in Stereophile measurements of the port response) but I think KEF are already doing something along these lines according to the LS50 marketing but perhaps things could be improved. It could be used in a quarter wave transmission line speaker to eliminate the unwanted higher order compressible pipe resonances without affecting the wanted fundamental resonance. KEF don't make TL speakers and are unlikely to adopt them given the existing brand (i.e. not pure audiophile but more consumer/audiophile) and it being a poor configuration in terms of size and cost for the performance. Anything else?
So what might KEF be doing? The second chap in the video talked about "mathematically optimised to absorb the maximum of sound" which I perhaps incorrectly took to mean PML but maybe it was more marketing speak rather than acoustics speak. Nonetheless it suggests they might be constructing a more broadband absorber from tuned absorbers. An application that would seem able to cover the almost certain substantial increase in cost compared to conventional stuffing are shallower on wall speakers to place either side of TVs which can extend low enough in frequency to hand over to subwoofers. Many people clearly place significant value on thinness in phones, laptops and TVs. This would be interesting and a significant step forward but then again it might be activated carbon part two. We will see.