I'm not sure what the topic was trying to explain/show/uncover but I did take a good look at the video and more importantly on the information available on the driver (called Cube F10 Neo) in order to have a second opinion (my own in this case) on the matter judging on what was available (I don't own a pair...).
About the people in the video - well... they are not the kind that have or have owned let's say 50 pairs of full range speakers to reflect the matter in the right way, at least that's my impression, there are also bold claims - "the most perfect speaker available today" at 1:55... if you are past the age of 17 you know that is not how the world works, the man saying those words seems to be slightly older than 17. Another thing - 92 db suppose to be high sensitivity? for a 10 inch full range unit? no, that's not a statistic reality... aaaanyway I don't have time to rewatch the video a third time just to find out how many things of this nature (children drawings vs grownup drawings) can be heard in the video.
So here is my take - I cannot guess what made a good impression on those people, the fact that they didn't knew about high fidelity full range speakers .. perhaps... or it's something special about this one... but the reality is that a transmission line of that size and shape is not something unusual for a speaker of this type, for example Davis MV-ONE is in the same area, not to mention all those DIY named enclosures (TABAQ for example) that are very similar for drivers with Qts above 0.3 to 0.6, because if it's lower you are going to see them in a horn, you must do that in order to have some decent bass output. This Cube driver has a Qts of 0.43. The magnetic structure is impressive - 1.4 kg of neo magnet - but there is a problem - why is the Qts so high - if the magnet is so strong? Well because they melted an anvil and made the cone out it - according to my calculation (not sure they are exact) it's 34 grams, which for an anvil is very very very light but this is the cone of a fullrange driver and for that... let me put it this way - a Fostex light paper cone would have been about half the weight (basic mathematics Mms/Sd)... in fact the statistics put it in the almost bass driver category when it comes to this ratio. I beg the question what happens to the details in all that mass... as it turns out the mechanics of the suspension does conserve the energy - look at the Qms - 17.8 - extremely high! I don't know what that does to the sound, but I do like what they did with the suspension (non spider thing); Voxativ seem to have the complete opposite - very low Qms... and those are high end too. Another positive thing is the extremely low inductance, due to some kind of Faraday ring, an attribute of well designed drivers (the underhung voicecoil is also from the same score). These parameters suggest that if properly designed the driver (cone) can and will have a flatish frequency response (large mass means you can control easier the resonances), including decent bass... but then there is the old problem of the offaxis response that cannot be "conquered" with a large cone...
Anyway... at least on paper it does not look out of this world special and that anvil moving mass does not look good; but I would like to have a chat with the designer of the driver and offcourse a listening session with material of my choise. Maybe they do sound very very good...
About the price - I don't care that much since I would not buy them - but on a different perspective, something I have heard about very expensive stuff - "it's not expensive if you can afford it"... to which I add "if you can't afford it forget about it".