Actually it's big claim to fame in this area is that it can be injection moulded, like thermoplastics. That means they could ditch the milling entirely. It costs a LOT more money than aluminum, but my guess is for small amounts of material the milling costs might be more than the material.
VERY interesting development.
It's likely it will show up in the smaller products first then as an alternative to milling tiny iPod cases out of blocks of aluminium perhaps.
Very cool that they have an exclusivity arrangement also although we were told they had the same with lots of products and processes in the past and that hasn't stopped the rest of the industry from shamelessly copying them.