Digital BW, The Print

It somehow seems to make sense that blending the inkjet coating into 
the paper instead of simply coating it would produce a better paper, 
but I would love to hear any theories and explanations as to why. 
And also what the down side might be? Does the company making this 
have a web-site? Is there any more info available beyond the two-
second sound bite we've been tossed so far?

Steve K