There have been innumerable "new, exciting" material developments in my 35 year career.
99% of them have never reached commercial usage. If even 1% in fact.
That's because useful economic materials developments are a highly demanding combination of good properties, no surprising poor properties, the ability to process the material without huge development costs, and no issues like fire, poisonous issues, etc., - and most of all - low cost.
People who don't deal directly with these issues always get supper excited based on inflated advertising.
Be annoyed all you want - you just ought to be realistic.
I'd check it out, but the useful information is obviously being held closely, and you and I are not going to get it unless we work for a large corporation and spend big money.
Before I retired, my company tried to start a project using this material in order to reduce the cost of military aircraft.
We couldn't get cooperation or data.
What do you think any individual can do?
If you feel so strongly, then get some useful data and share it.