Yup, that stuff is new .. as new as dinosaurs! maybe Southwire has just re-introduced it, but it's nothing really new.
There have been any number of "flat" wire methods / products introduced over the years. The closest current products are the "festoon" cable used with overhead cranes, and a flat cable that was designed to run under carpet.
This product would likely be expected to comply with Article 324 of the NEC.
