Yea I've heard about it, Tucker Goodrich is an advisor for them I believe.
Personally I don't think I'd ever use it, I love butter and I'm the kind of guy who renders his own suet tallow.
But that's not 99% of the people, and especially not restaurants, so if it's better, good?
I am a little worried that there will be unforeseen consequences, but maybe there won't..