Doesn't look like it does much in the way of shock absorbtion. Not sure how many cameras would withstand the shocks of off-road riding, which is probably why the photo shows drop bars, but they do say cameras under 16oz off road. Even just bumps and things on road could be an issue.
When I saw the article title I was planning to make a forum post along the lines of "in other news, Bell launches 'Pentium' helmet", but my thunder was stolen by the first line!
It really sounds like a new model for a new model's sake to me. Sounds like the only benefit to me would be marginally less pronounced "badger hair." Certainly not worth £100 to me.