some more info here
http://archimago.blogspot.ca/2016/01/measurements-mqa-master-quality.html
I have to say, I'm starting to lean towards the cynical side that it's a method for touting to companies in order to be able to sell/stream high def with DRM, rather than actually a revolutionary new technology given they talk about how it's all science, yet don't include much in the way of science in the blurb, just lots of testimonials.
Either way, it's still interesting (to me anyways) and nice to see people trying new things. How long before apple buy it?