So you don't have to squint:

A prorietary [sic] patented design feature which incorporates an innver [sic] curve that is the sames [sic] size and shape as the tire bead to create a tighter tubeless seal and reduce strain on the tire beads.
The riding benefits of BST include:
Reduced possibility of tire "burping."
Allows riders to run lower pressure:
Less rolling resistance
Better traction.

 holy sh*t !! patented - why?!?! and what is the 'prorietary'
List of benefits should include: pain in the arse when removing/fitting the tire