I had a meeting with Cervelt a month or so ago. Really interesting what they are trying to do. Technically the fibre is excellent, it's warmth to weight ratio being much better than merino or cashmere. It's also very soft and because the yarn doesn't have any "barbs" on it like most wool it's not at all itchy next to skin.
However, it's not commercially viable in the real world. If the luxury brands like Burberry can work on the "story" and the exclusivity of it perhaps it might sell, but not to us normal people, it will be the Chinese and Russians who buy it.