"Part of the problem with traditional rollerblades, Mårs believed, is that the biomechanical stride was too different from ice skating. Also, rollerblades provided significantly more support than ice blades, so bad habits were formed and it was harder to get acclimated back on ice."
“I came up with this idea to implement instability between the wheels and the boot,” Mårs said. “That became the base or the foundation of what we now call our Flow-Motion Technology, which is, essentially, a rocker. The idea was off-ice training, and it all sounds counterintuitive: increased instability off the ice would lead to better balance and more stability on the ice."
Basically, it's the next best thing to skating. Many NHLers have endorsed the product and switched to it (Matthews, Nyquist, Kronwall). He has 3 products right now, rollerblades and skates for on ice skating.