Which, by some miracle, don't need to be steered. They are magical half-cylinders which always point at any available light source. And, for whatever reason, you seem to be deliberately ignoring the value of reflecting light back from beneath the cylinders. So, effectively, they looks like self-steering half-cylinders plus the other half cylinder gathering "waste" light.
Don't underestimate the value of "don't need to be steered". Eliminating those moving parts and the associated control automation shaves a huge amount off of installation and maintenance costs. And the lower profile is also pretty useful (wind resistance, aesthetics, clear lines of sight for other things like satellite dishes).
Remember: the intended application of this technology is rooftop static PV systems, a retrofit application. Steerability is not a factor; the panels are going to just lie on the roofing. The cylindrical design means that a portion of their surface is always almost tangential to the incoming sunlight, maximizing conversion there. A flat panel has less local peak efficiency unless it's steered and sun-tracking, which is not the application in question.
Really, this sounds like a good compromise for moderately effective PV generation in rooftop retrofit applications.