Biology is an interesting system, sunlight UV both burns humans and inactivates infectious substances. Labs use very intense UV light to disinfect objects or spaces at high intensities with safe human exposure limits of just a few seconds and total cycle time to clean might be hours.
For this device, visible to UV conversion technology is available and plausible for that application. There will be particular examples they can show of "easy" targets being disinfected quickly, but it won't be applicable/practical for all surfaces and contaminants.
Trying to ensure a reliable dose over any specific area and avoid accumulating too much on skin (or eyes!) is the challenge and probably no better solved than their other bulk emitting products.