screed strips is all it appears to be. Tell me if it's more than that.
They don't say what material they lay down on the newly sloped base that these screed strips help build, to ensure that water under the grout goes into the drain and not into the building. Let me know what you find out.
Some of the other information in their web site is outdated. They compare their method to shower liners laid flat on the subfloor on which people used to build a sloped base for tiling. That method has been on its way out for a while now. Made of a flexible rubbery material, it often gets laid flat, but that is not the right way; laying it flat (level) lets moisture stay in the shower pan under the tiles instead of moving to the drain weep holes. Laying it on the curves (slopes) created by several plates sloped like an inverted cone to the center is more difficult, but necessary.
Building a slope first, prior to waterproofing the shower base, is standard for many people; it's even in the plumbing code although a lot of people can't see it. Then, to waterproof it (ensure a waterproof liner on top of a sloped base and not underneath it), there already are four other ways that work well too: tar, liquid-trowelable goo, Kerdi, and Wedi seamed with Bostik.
Summary: you need a sloped "membrane", a waterproofing liner that ends up sloped towards the drain when all is said and done. That is in the plumbing code; it's not rocket science; it's not news. There are at least five different methods of waterproofing shower pans, that all work well and that all need to be on a sloped base, not a level base.