They definitely picked impressive third party entities to do their testing. Oakridge and Sandia are both National Laboratories. However I'm always skeptical of claims until they can put the science behind the coating. Right now, it's just a "mystery treatment" but it suggests the treatment involves calcium and sulfur which I am not aware of as things you normally use as lubricants.
“The practical success of an idea, irrespective of its inherent merit, is dependent on the attitude of the contemporaries." Nikola Tesla