Sounds like someone seeking venture capital or donations. Probably not a joke to be funny, but closer to a joke to get a laugh on you. What they claim is somewhat nonsense, any bullet hard enough to pierce soft body armor won't deform properly in flesh, if its designed to fragment than its even worse than a non expanding handgun round when weight retention and penetration are superior. Armor piercing tends to be worse for terminal performance on tissue then other rounds in general anyways, its a specialty cartridge for something most people don't encounter.
I've spent time reading through the FBI's reports on downed police officers from different years, case studies can teach. I remember one from a few years back where a bank robber had his fancy armor piercing 5.7 and got into a shootout with the police. The robber managed to fatally wound the officer through his vest with the bullets; the mortally wounded officer responded to these hits by killing the bank robber. Armor piercing has certain advantages and disadvantages, its not magic, and in less than perfect hits they do poor damage.
Nothing may ever happen, nothing WILL probably happen. Its more likely a scam. The kids today pay money to these crowd funding projects, some turn out great results that please everyone, others fail, others are outright scams. They buy Beta copies of video games hoping to support the development of the full product and sometimes get left stranded when the developers go bankrupt or just take the cash and run out the back door. I think this marketing video with all its emotional appeal and all theory is designed to get donations (two buttons on their main page for donations) and crowdfunding appeal make me wary of these guys to begin with. I think they might be trying to sell us grid squares or something.
