Perhaps I am very dense, but what exactly are they creating, a new camera? new film? digifilm??? The video is vague.
Yes, shades of the Ricoh GXR and its lensor concept. Artificially controlling the film 'type' with an interchangeable hardware component seems bizarre.
I'm still waiting for a magic device that fits into a film canister and puts a digital sensor behind the shutter curtains so you can turn any analog camera into a digital one. That would be cool.