From the review it seems like 2 things.
First giving a perfectly square fire below the center of the grate. With a heat diffuser plate above to spread that heat out. That’s basically how pellet grills and smokers currently work.
The other thing they seem to be trying to do is control the burn time and temp with the thickness and density of the fuel puck. So the user doesn’t have to.
Which is a complicated ass way to go about things.
The holes are just for airflow.
It’s common to denser and larger charcoal formats. Asian style extruded charcoal has a center hole running through it. And your various charcoal and compressed wood pucks always have holes and venting of various sorts.
As do what they call “biomass briquettes” which are densely compressed plant matter or charcoal pucks or logs meant as affordable easy to produce fuel in the developing world. Those often get sold as grill fuel in the west, as a funding source.