Pretty cool stuff... didn't know existed . <blockquote class="twitter-tweet" data-lang="en"><p lang="en" dir="ltr">This coating keeps everything dry via <a href="https://twitter.com/thisisinsider?ref_src=twsrc^tfw">@thisisinsider</a> <a href="https://t.co/MtgAPrclsC">pic.twitter.com/MtgAPrclsC</a></p>— Business Insider (@businessinsider) <a href="">November 23, 2017</a></blockquote> <script async src="https://platform.twitter.com/widgets.js" charset="utf-8"></script>
It is a 2 coat system: https://www.calpaclab.com/ultratech-4000-ultra-ever-dry-non-stick-coating-1-quart/ut-4000
This is a new technology, over time the price will probably drop. It's what usually happens. In a decade or so we may see it used everywhere.
There has been a coating like this for a while. Problem is that it's not durable. After a while it wears out (or washes out of clothes) and is no longer effective.