What is this guy on ?
This product sounds exactly like Adaptec's EtherScsi product developed in the late 1990's which was one of the things Adaptec brought to the effort to create iSCSI.
OK, so this product shifts T.13 ATA commands over Ethernet as opposed to T.10 SCSI commands but otherwise sounds identical - and hence, with identical issues.
Both systems work point to point based on MAC address, for a start this means that in general terms the traffic is non-routable i.e. it has to be on the same Ethernet segment. Yes, you can get a MAC level bridge, but what's the point ? Another thing not generally realised about this type of solution is that going direct over Ethernet means you're being very network unfriendly. Raw Ethernet frames will selfishly flood the network to the exclusion of all other traffic. You may achieve a decent transfer rate to the remote device, but if you're sharing the network segment with any other traffic such as SMB network shares, you're going to find the network shares dropping out at frequent intervals.
More than 10 years ago Adaptec concluded that this was an evolutionary dead-end with limited applicability. The guys who designed it have spread across senior roles in many more adventurous storage companies, funny they never proposed resurrecting the concept.
The fractional performance gain by eliminating a network friendly protocol is really not worth it and I bet the remote disks get saturated long before that even becomes a vague consideration.
USB 3.0 will kill this.