New Puma Mobium shoes for "Adaptive Running"?

I just saw these videos online about Puma's new "Mobium" shoes and was intrigued. They wax lyrical on what they're calling "adaptology" or "adaptive running". This looks quite a bit different from all the other offerings on the market at the moment. What do you guys think of the tech behind these shoes? Worth investigating or not?

http://www.youtube.com/watch?v=LxJzNfPGSC4

http://www.youtube.com/watch?v=9cOPMG-TDqw

Cheers!

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