So, it's a reluctance motor? Meaning: the coil (no core, no pole pieces) pulls a permeable (iron) core towards it, then turns off as it passes through the center of the coil?
If so, then the power density will be very poor, core heating (due to the changing magnetic field through the armature pieces) will be large, and torque ripple will be huge (indeed, just look at the poor thing shaking away in the video!).
It gets better with permanent magnets, or solid copper armature pieces, and pole pieces around the coils, but it's still not much better than a conventional stepper motor (a hybrid reluctance and permanent magnet design, with way more steps per rotation than the number of poles suggests, good for precise angle control), or a conventional BLDC (typically 3 phase, permanent magnet) machine.
Tim