From the video, it looks like they're growing carbon nanotubes on the surface. The process is limited to high heat applications (since the feedstock for the material is high temperature carbon bearing gasses). It's pretty impressive that they've commercialized the process - I've only seen it done in small quartz tubes with diameter < 3". Is it fair to say that CNTs are probably as toxic as death and you should stay far far away from them?
Establishing a material monopoly for an artist is a dick move, but certainly can't say it hasn't been done before. Yves Klein probably did it best.