The technology he's referring to is the product's ability as a stain repellent, though Sofft also works as a fabric softener.
You can read what he has to say here, which is particularly interesting when he discusses the background of "hydrophobic" material.
And yes, of course, the first reason I considered writing about the Kickstarter project is because Greg Van Buskirk is a longtime friend. (A situation he came perilously close to losing years back when he and his wife Sharon, also a PhD, invited me to their home in Northern California for Thanksgiving, and they dragged me to a Dungeon & Dragons weekend...)
But just being a friend doesn't cut it. I have really good friends with lots of really bad ideas. (Not limited to spending the Thanksgiving weekend playing Dungeons & Dragons...) And I never mention them here and impose them on such fine readers. Only the prime choice makes the grade. And Sofft is just that. I'm utterly fascinated by what it does.
And for those keeping score, its Kickstarter project is now half-funded after just three days. So, it appears that others agree as well.