I read about this outfit in an online English newspaper. The story claimed that chemical analysis post- and pre-usage of the stick showed significant reduction of certain congeners associated with young whisky taste.
Of course, prolonged oxidation of some congeners couldn't occur in a day, but still, the story claimed significant improvement after use of the sticks.
If I read the story right, none of the sticks are charred, which seemed odd to me, but maybe that would interfere somehow with the function of the fresh wood (or maybe the company didn't think of it).
Sounds kinda cool, if any readers have tried this, please report results.