Innovation?
Apart from the fact that it may return to its original packed shape by itself, this has little advantage over the blow up tents and awnings that I have owned for years in the UK and seen in use across Europe.
The addition of 3 bungie cords has made my large motorhome awning self packing (to a large extent) when the valves in the inflation tubes are undone (and to a much greater extent if the pump is attached and used in the vacuum mode. To the point that I can drop the carry bag over the top, roll the whole thing through 180degrees, do the zip up and carry it away.)
Putting that awning up by myself takes 10 minutes (mostly getting it in the correct place WRT to motorhome) and taking down again under 5 minutes (mostly getting the air out of the air beams).