Your next supercar will be ugly as hitting your father with a sweaty sock, but really efficient because, as we all know, people buy supercars for their efficiency.
People buy super cars because they consider them to be cool (and they have nothing better to spend their money on). New technology is cool. If this is cool new tech, a super car seems like a logical place to start. Also note that efficiency isn't necessarily solely fuel economy, but can also affect top speed.
As far as making it's way into the mass market...it seems like the "morphing" would be the expensive part. Why not just have it be a fixed dimple on a mass-production car? Perhaps it wouldn't be quite as efficient as one that optimized the dimple depth for the speed of the car, but ought to be a helluva lot cheaper. A disadvantage is that the dimples are going to fill up with grime and will be a PITA to clean.