I have never heard of them, personally.....
Whether bioballs, LR rubble, or other, all can contribute to nitrate issues if not properly cared for. There is no magic there. I am assuming they feel that there is some sort of central area of the clay that assists in breaking down nitrate, however, I am not so sure. A wet dry area, kinda by definition, is a highly oxygenated area that is brilliant for the rapid conversion of ammonia to nitrite and then to nitrate. Nitrate needs an anaerobic area to be broken down, and I am not sure how effective it woould be. Typically in a Deep Sand Bed or deep within LR, this is accomplished.
I would have to look this up in terms of the clay.
But I would be very concerned about the composition of the clay. And if it is more expensive than bioballs, then I would be concerned they are simply trying to sell you something that is not terribly more effective that something else.