I think the big deal is that it's supposed to convert poligon based graphics to voxels in real time. Which I doubt it can actually do, but if it can, it would be kind of cool.
as far as i can tell their voxel tech is just for non-moving objects like the landscape, buildings, etc. animated and moving actors are still rendered as polygons and blended into the scene (according to the article, this already works to a certain degree, but they weren't able to give a live demo, just a video).