Mostly just marketing hype. Old timers basically had the same thing when someone got the idea to reload their shells with split shot lead sinkers. The idea never really took off because there's not a lot of point in reducing the size of your buckshot pellets once they hit the target and most of the pellets aren't going to be facing the correct direction at impact to cause them to split in half anyway. Bottom line: choose the size of your buckshot and number of pellets when you buy your ammo and don't rely on gimmicky design to try and do it for you.
A related old-timer design called "strung buck" had wire crimped into the split shot sinkers to try and get more wounding capacity. Now that was an interesting idea, but it ran into a few problems. The thin wire would break on impact and then it was just a tail of wire following each pellet through the target. If the wire didn't break, the pellets didn't have enough energy to make the wire cut through the target to an adequate killing depth. The solution was bigger and bigger pellets and wire...to the point where you pretty much just ended up with two to four big pellets (or cast lead discs) with a short length (maybe 2 inches) of wire between each one. Those mostly worked ok and sometimes performed well on target, but required a lot of manual labor in making the payload and then loading it into the shell. The result mostly wasn't worth all of the effort unless you had the time and just liked to tinker...and if you think just using normal handloaded hollow points for self defense in your handgun is a bad idea, those 12ga handloads are on a whole other level!