I'm pretty sure such speakers can be build, so no scam there. But... why would you? I see clear advantages in traditional speaker designs where the magnetic field of the winding is symmetrical around the core, always providing a centric force on the speaker. This "flat coil" design on the other hand seems quite a challenge to correctly align the speaker "cone" without it snapping to one side. I suspect it to be way less robust.
The rest of the claims.. is marketing wank.
And the website sucks. this "new, modern" websites with just one gigantic picture, two polemic lines of text and a button screaming "CLICK MEEEEE!!!!!1111one" in your face... I just hate those.