Very interesting. This is a new product to me. Check out their
website. They do list two independent tests (you can read the actual reports), including a 2007 test done by a lab in Europe in support of an application to be certified for the EU EN403 smoke hood standard. (Since there is no US smoke hood standard, this Irvine, California company can't get it certified here.)
I was skeptical that a mask of this type would filter carbon monoxide effectively, but according to these tests, it does a good job. Just from their company history page, they've been marketing to professionals and business customers for a number of years already, but only turned to consumer marketing this year. They have a good list of customers and references on their website.
I'm the eternal skeptic, but just based on perusing their website this morning, seems like this masks is the real deal. The lack of a head/face protection provided by a hood could be a drawback for some, but you do end up with a very compact product that is easily stored/carried. The set does come with goggles for eye protection. Obtaining a good face seal is a bit of concern for me, just looking at it, since you don't have sturdy straps that you can cinch up against your head. But perhaps the mask is able to conform well to the face because it is filled with these little balls and can be molded, so elastic straps are good enough. Oh, I really like the fact that you can buy practice masks.