Ofcourse its for real, its something close to a rotory broach but a differenet way of doing it.
In the slow motion vids you can see the action it uses to accomplish the task. Pretty cool really and I am not 100% sure how they get it to do like that but its clear to see its doing it.
Whats odd it appears its more than just a new tool, like somehow part of the action is built into the spindle thats running it. I guess we will see more of it in time if it proves to hold up & be cost effective.