If you visit their site in English they discuss a few things that went into the design.
http://www.design-screen.com/en
First, it's designed to fold in such a manner as to not allow for creasing. It has a smoother bend rather than just a 'fold' in it. I guess this is similar to rolling around a roller, which we all accept will not cause a crease. So, no crease.
Another very real issue, is that while tensioned retractable screens are great, they aren't perfect. It is mentioned on their website, but something I know to be fact, that tab-tensioned motorized screens don't have perfect geometry. They tend to pull a bit wide, or a bit narrow towards the sides. So, while you have a flat screen, you don't necessarily have a truly square screen. It's still, by far, the best for a retractable screen, but it is why fixed frame screens are better, and typically why fixed frame screens are anchored at both the top, and the bottom, so ensure they don't bend a bit in the middle.
Anyway, I'm sure it has a crazy price, and I'm not actually in love with the overall design/look. I think if you are going to have a really nice non-dedicated space, you likely aren't into an absolutely perfect home theater setup, but want to have the best looking space, which will mean a soffit with a motorized tab-tensioned screen in it.
But, for a few, this certainly opens up something new, and in the right spaces, it would be completely awesome.
For the rest of us, just get a fixed frame screen. It's still the best money can buy.