For those who are a bit hard of thinking, 'kewl' was used in a sarcastic manner, hence not using the term 'cool'.
Some good points raised, but as far as them being 'novelty' surely there must be regulations regarding the manufacture of such important parts of a car, tests they must pass etc?
If they munch pads, does this mean greater friction and therefore greater stopping force?
They seem to be employing a similar shape to bike brakes as Rich said, so if it works on bikes, why not cars?
Im not saying they are great, just curious as I have never seen them before and wondered how effective they are.