Current DWR finishes work in basically the same way, I believe, ie by being hydrophobic. A key issue with outdoor clothing is durability (the "D" in DWR). The blurb on that page does say: Abrasion is the leading cause of reduction in the superhydrophobic coating’s life. It also appears that the current recommended method for application is spraying (for which the operator needs to use PPE such as gloves, goggles & mask) unlike the convenient wash-in application possible with DWR replenishment products offered by the likes of Nikwax & Grangers.
I'm sure if this stuff has sufficient positive differentiating factors vs current coatings - and no significant negative ones - then one manufacturer or another will look in to using it at some point.
totally agree with Martin, looks fantastic in theory as nothing sticks to it ie,water, mud etc but abrasion resistance would be a major issue for it being used with outdoor clothing, also excess handling is another limiting factor that reduces its capabilities.
in every way DWR coatings just now are so much more practical, easier application, cheaper and durable.