No Mor Flats is not a new to the market product. I still have two of the airless inserts hanging out in my garage.

I had tried them several years ago in some 'Home-made' studded tires. They were a major PIA. The biggest issue I had was they tended to roll off the side of the rear rim as I was riding. I did get through a few winters with one in the front wheel though.

I personally don't recommend them.