Precisely! If I were the company demonstrating the mesh, I'd put it on the front side as well-- at least that way they would get a confinement effect and the wall wouldn't be as traumatized. Those bricks have no gravity capacity in the state they are shown, even though the mesh on the back is preventing them from falling.
This kind of material have been used in seismic retrofit for years, and if you, the audience, have enough idle time for a long story, you can read on to see why. For a long time, up until the 1994 Northridge earthquake, concrete columns in the US that were not part of a lateral force resisting system were designed to have just enough vertical and horizontal spiral steel (usually none at the beam-column joints) to resist their respective gravity demands. Look up 1994 Cal State Northridge Parking Garage on Google, and you'll see what happened to buildings with this kind of design.
What happens is when a building moves laterally, the columns have to move to even if they aren't designed to dissipate the forces resuting from the building's lateral movement. Without the horizontal steel, the columns are not adequately "confined." When concrete is compressed, just like any other material, it wants to expand outward (not a desirable option with a brittle solid like concrete). Confinement resists these expansive forces and thus increases the compressive capacity of the concrete. When the structure above or below moves laterally, the column bends, and bending puts part of the column in compression and another in tension. Concrete has negligible tensile capacity, so the vertical steel is used to resist the tensile stress. Without confinement, the column's compressive capacity is lower than the tensile capacity of the steel. Concrete is brittle, and thus fractures, losing all of its strength. This is what happened to the Cal State Northridge Parking Structure; with the gravity system destroyed, the decks collapsed, and the walls fell inward with no diaphragm to support them. Had the columns adequate confinement, the column's compressive capacity would have exceeded its tensile capacity. Steel is ductile, and thus will elongate instead of fracturing, which will only occur at a much higher demand. Even with the steel straining, the column moving back and forth, and the thin layer of surface concrete spalling off, the confined portion of concrete within the steel stays intact, thus preserving the gravity system well enough to prevent collapse.
Current design codes, inspired by the garage collapse as well as others throughout Los Angeles as a result of this event, require a certain amount of confining steel over the entire length of the column. With existing structures, this is not an option. Thin composite jackets, probably the same material as the product from the article, have been shown to be extremely effective when wrapped around unsatisfactory columns in providing confinement.