Avoiding use of a twisted pair, and instead using several parallel wires, will allow the same length of wire to be used in a cable that's a couple inches longer, if the cable is already several feet long. It's not that much of an improvement. It's a tiny fraction of its overall length. It's not a very tight twist that's being used in most cables.
It's not a significant improvement over a normal cable. But it also isn't bad. It doesn't add a lot of RF noise to the cable (somebody here claimed it would), as it's already not a very tight twist in even normal cables. And anything additional RF noise would easily be blocked by the per-wire shielding they added. Each of the 4 wires has itself become effectively a coaxial cable, by them adding a braided shield around each of the 4 wires in the USB cable.
The only part I don't like is the fact they are charging thousands of dollars for these cables. That price make it seem far more like a scam than any of their claims they made about its effectiveness. There's no way that any USB cable would ever be worth that much money.