I saw that - if you look at their online catalog they have more photos that show examples of the finished rugs. They remind me of "toothbrush" rugs, but looks like they work up into squares and rectangles instead of ovals & circles.
The site lists "how to" steps for this as well - looks like it's just tying a bunch of knots into each row?
If you try it, please let us know how it goes! I'm interested in this too but haven't had the time to pursue it!