I think it's very interesting but personally I'm not sure what bike I'd have it on, as I'm generally a fan of drops or bar ends - I like having my wrists at those angles and it feels more natural to me (I even do push-ups this way).
I think part of the point of this is not that you absolutely must use flat bars, but that you can keep your preferred hand position through a range of torso angles. You like your bar-ends, but you can't brake or shift from those. Switch to this and North Road or similar bars and you can reach all your controls whether you're sitting upright or low in a headwind.