Note that they are comparing it to an alkaline rather than to NiMh
Most of the guff [1] on the page says how wonderful it is in comparison to dry cell batteries in terms of waste and performance in digicams and the like, but those points are equally valid for all rechargeable.
The really interesting feature seems to be the low self-discharge.
[1] AKA Techno babble or marketing spiel. -- Phil Cook looking north over the park to the "Westminster Gasworks"