The market for these was industrial equipment, but they also demonstrated on passenger vehicles.
I have seen these on small front-end loaders and small scale construction equipment before.
I agree, they certainly aren't my taste visually for cars, but they are quite a bit more practical (especially around pot-holes). I would also imagine they are significantly lighter than a typical rim and tire.
I would be interested to see how the material responds to fatigue and consistent thermal expansion / retraction (cold weather + warm wheels from road friction ... the material would be constantly heated then cooled again during winter driving).