Sounds like a lot of hype. If you go look at the actual wheel, it's nothing more than a circular wheel with a sinusoidal tread. After watching the Kickstarter

Sounds like a lot of hype. If you go look at the actual wheel, it's nothing more than a circular wheel with a sinusoidal tread. After watching the Kickstarter video, it looks like the "cube" part comes from the inventor discovering this tread while playing with ways to fit a curved tube inside a cube.