Don't think it's that new, those types of coatings have been around a long time alright. They are certainly hardwearing; I know of a house that had this coating applied and it was only recently redone after maybe 20 years. The problem with coatings of this type is that if it peels or bubbles there's very little you can do with it, it must be coated again. If used on sound substrate (free from efflorescence and other defects) it's certainly likely to last the distance, though after ten years or so it will look "tired" and you may get sick of the same colour!