This makes me sad. Back in 1990 I designed a wheel that had a solid hub with a special type of shock that extended to a non flexible rim grooved with a grid. You would only pay to replace the tread and it would slide onto the external rim grid. The shocks would allow flex and eliminate the need for air.
As a young adult I sent a letter to Michelin telling them that I had an idea to sell them (if they were interested) and that I would like them to sign a confidentiality statement. They replied that it would be confidential and to just send in what I had (They left a contact number). Being young and stupid, I agreed. They never returned a reply and when I contacted Michelin, they denied that the person that wrote the letter ever worked for them.
Then I see this. While its just different enough, it makes me sick. I haven’t purchased from Michelin since.