ERW-airless bicycle tires; the future?

So, I was looking around on YouTube for bike reviews as usual and I came across this new idea from the makers at ERW. They say this is the tire of the future. What it is, instead of a sidewall, its tougher harder rubber in certain areas. Now some of you might be thinking that they copied Michelin's idea that they unveiled to the public earlier this year, to be honest I don't know. There are some pros and cons to this product in my opinion and i'm sure you'll think of some too. Some pros to this product is that, of course no more pinch flats and its lighter for all you 'my bikes the lightest' guys and girls, also it comes in 26'' 700c and 29''. The cons to this product is say your ripping down the trail and a rock gets inside the tire, you have to stop and try and get it out before it damages the inside of the tire. Also say you don't stop in time and the rock come flying you at 100kmh, that would not be very fun now would it. What do you think of this? Could this be the future for bicycle tires?