What it looks like they built was a 3-axis induction coil hitting the X, Y, and Z axis. Then they plan to only activate the coil that is most aligned with the receiver coils. This assumes you have a receiver that is aligned with either X, Y, or Z but what happens if your receiver is at some skewed in-between angle where it's half way between X and Y axis? The efficiency would probably drop even lower. If you didn't care about efficiency and the resulting bulk or care about using a 40 Ah battery to deliver 4 Ah at 10 inches, I guess this can theoretically "work" if they can successfully implement everything they want to do.
The other key problem is that despite their ad complaining about the bulky conventional induction charging pads, they come out with an even bigger device that's probably 10X the volume. Now they could argue that they could fill that space with batteries, but do people want to carry a massive heavy ball just to charge their phone one time? Or do they just want to get a tiny low cost contact-based battery pack and deliver the same energy with a simple 20 inch cable that also works in any orientation?
Witricity is probably the closest to getting a resonant induction solution onto the market and even they're having a hard time gaining traction. Witricity can probably deliver much better efficiency with more precise coupling.