I'm sure it has some great uses, but I'm afraid I'm skeptical of it's usefulness for houses. I haven't seen any substantiated claims for insulating paints.
This is too similar to the "bubble foil" type of miracle products which may work fine for improving a hard to cool house, but aren't a substitute for real insulation.
The website claims 80-95% of heat is transferred by conduction, convection or radiation??? And how is the rest transferred??? And then "5-7% of heat is transferred by conduction" ??? I'm sure there are houses that lose 5-7% of their heat by conduction but that's an awfully drafty house from everything I've ever seen.
And best of all this marvelous quote:
"Note: "A lower RATE of transfer", not a reduction in the total amount.", not only have they invented insulating paint, they apparently also invented a time machine