The first time I looked at the tread I didn't like them, but I was talking to some guys at Katemcy, that really know their stuff, that had the opportunity to test these. They said they were up there with Krawlers in terms of traction. The lower part of the sidewall flexes greatly, but the upper part (next to the rim) does not flex anywhere near as much. As a result, things like popped beads, damaged rims, etc, will be minimized.
As much as I've been impressed with KM2's, I'm sorely tempted to try some of these when the 37x12.50x17's come out, which I was told will be in the next week or so.
Although they may look it they are not directional, and supposedly work as well facing either way.