I have to say that I'm impressed that they properly used the word adsorption instead of absorption. So somebody there is paying attention and not just throwing words out there.
The balls do have gaps for air to pass, but it's not going to be any less effective than a typical charcoal infused paper filter. Those will have gaps as well, even if smaller, and the surface area is tiny. These might work better because there will be more surface area for air to pass over. More ability for contaminants to bind.