Sounds like a lot of Hype

New Bullet Technology


Since the primary purpose of using a firearm in self defense, is stopping the BG, they use the word kill a lot. Many states list the firearm as a deadly weapon, so the question of using non lethal ammo could come into question.
(Never shoot to wound, Shoot to Stop)

Even if it is successful, and limited to LE, it looks like a mine field of law suits if used.