Just FYI- I'm not saying it's better or worse than liquid lubrication, just giving info:
"Dry Carbon Lubricant" has been around for at years and years (at least 20), outside of the motorsports arena.
As one example that does relate to chains and gears: it's used by mechanics on high-end bicycles, where gears are actually made out of titanium and aluminum alloy and in some very rare occasions- carbon fiber. Oddly enough, they cost much more than motorcycle sprockets and are cleaned after each training ride and/or race, at the professional / high-amateur level.
This is the first product that I've seen that keeps a block of carbon constantly in touch with the chain, but it makes sense. It's not carbon fiber, mind you, which is commonly mixed with other materials such as titanium, aluminum, kevlar, epoxy resin, etc. and would certainly destroy your chain very quickly.
This substance has the consistency, (as it's made out of a similar material), of pencil lead (which of course no longer has any lead in it, but is rather made out of graphite). Imagine a large block of pencil lead/graphite, and you'll get the idea of the consistency. Under light pressure it impregnates just about anything and turns into a very slick substance.
To get a sense of what this product does to your chain, take a pencil, and scribble or fill in a small square on a piece of paper. Then take your finger and rub the square you just filled in. You'll get a finger full of graphite, that is shiny and slippery. It's the same concept here.
Does it take away watts / horsepower from your bike? Possibly. Is it enough to measure? You'd likely have to have the most sensitive dyno in the world. At worst I'd guess it takes away a maximum of 30 watts and a minimum of 10 watts. Convert that into horsepower...it's around .01% of 1 hp (I'm using fuzzy math here, but you can google a conversion calculator quite easily).
I'm sure this product works quite well, but its delivery system is not the prettiest thing in the world. Though the science behind it is sound and has been in use for many years, in the motorcycle world. Dry carbon / graphite lube is nothing new...of course everyone says their lube is the best and everyone has the studies to prove it.
At the end of the day, it's important to keep your chain properly lubed no matter the delivery system used.
Again, just FYI...