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Boosting this quality contribution up in the Hot Listing - declared quality by pumkinandstorm.

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Ooo, i actually need a new case

Wasn't this stuff around last year too? I keep remember seeing this impact absorbing materials but then I never see any products. Now I do see there is a product at CES but If eel like the tech has been around for a while?

At any rate I'll wait for a review because you're not just using the product it's encased in plastic first.

? So under sharp impact the material looses is shock absorbing qualities, and instead transfers the energy of impact efficiently to your phone? That doesn't sound like a great idea.

Isn't this just a type of non-Newtonian fluid like cornstarch or silly putty?

Something like that. Similar in physical properties, but keeps its shape better.

His demonstration is very misleading and won't protect your phone any more than a cheap $0.99 case from Amazon would.
When he hits his finger, it's stationary and that goop distributes the force of impact all around the finger.
With a falling phone...your phone is already moving. The only thing that can save it is a slow deceleration. However this goop becomes hard on impact so it'll be exactly the same as if you dropped a naked phone or a phone in a "regular" case.

Just think if we cover a car in that goop and smash it into a wall at 50mph, do you think nothing will happen to a car or people inside of it?

Right, they've been making wearable protective equipment with this material for a while, and it can be useful where flexibility is an absolute must, but only in conjunction with other materials that actually absorb impact. The orange goo does not absorb impact. It just gets really hard, like a piece of metal. How many cases out there do you see that are 100% metal? None. Any hard cases always have a soft portion to them, to actually absorb and distribute forces. It sounds like the orange goo has the worst of both properties (or at least, the worst times) in this application. I imagine this case has another layer in between the orange goo and the phone.

Here's an example of where this goo might actually be a really good idea: a flip phone or a laptop that needs to open and close. You can wrap the hinge in the orange goo, and that way if an impact does ever occur, it will prevent all the stress from damaging the hinge.

I found this product which seems the same, there's also another buried in my bookmarks...
http://www.impactgel.com/iphone.html

This stuffs been round for like a decade, nothing new.