And this is a breathrough?
So what's the big deal here - flash memory is non volatile and provides plenty enough read/write cycles to store the system state on a typical piece of domestic equipment. I suppose this approach might mean that the working memory is non-volatile so it simplifies the design.
However, some of this misses the point - it's simply not possible to run some of the other elements of a stand-by system, like wake-up triggers (timers, IR receivers, timer displays and so on) without consuming some power. Something like a PVR has to consume some energy just tracking the events it is programmed for. Getting down to sub-watt power envelopes for that isn't exactly difficult.
However, at least if the power is cut to trivial levels then maybe the hair-shirt individuals that see standby modes as the work of the devil will look at something more important. They've been giving the mistaken impression to the population at large, and some ill-educated media and politico types, that standby makes a significant difference to the energy consumption problems where it is, at most, a very small persentage of the total energy use of the country. There are also easy (techincally speaking) solutions to the challenge. In a variation Tesco's words, every litlle helps, but it helps very little.