It's a clever idea, but anecdotally, from my experience, I'm finding it slows down my reading -- I'm having a hard time processing the blurbs because I don't read "linearly" -- I scan content to find the relevant parts, and the color changes are making it difficult to scan (because my eye can no longer use color to determine what is scannable and what isn't), and multiple columns is actually making it even more difficult (it looks like the blue in column 1 leads into the blue in column 2, instead of the blue at the next line of column 1). By trying to force me to read line-by-line, instead of scanning efficiently, it's making me read slower.
But that's just for short-form stuff. It could turn out to be faster for some layouts, and slower for others. But honestly, I've never felt I had difficulty locating the start of the next line... is this a problem that needs solving? But nevertheless, it's certainly a good example of clever out-of-the-box thinking.