This tech is pretty cool, but not the most useful thing in the world. It's sort of like those invisible ink pens that get sold on TV... and they're usually thrown in with a box of crazy markers and stencils.
This patent-pending tech is based on the fact that a digital camera can see a larger spectrum of light than human eyes. By creating items in this expanded spectrum, they can create things that are only visible through a digital camera (including cell phone cameras).
Currently, they plan to add easter-eggs to clothes like this lightning bolt that only appears through a camera. Other applications they envision are adding more advertising to things that are only viewable through cameras.
TheFeed thinks this is a terrible idea and the last thing the world needs is advertising that only shows up in pictures.