Belt Drive Fixed Gear?

What the ...? 

Fixie Pixie got the pics here, apparently it really is some kind of a fixed belt drive system, like in motorcycles or something. 

Interesting. But you know what? I used to deejay and back then, before the days of Serato and all that, every one knew this: all belt drive turntables were shit. Simple as that. It had to direct drive, like Technics SL1200s. And my 1200s are still spinning strong, despite years and years of hard use and being generally almost FUBAR. 

And in this case I would equate the traditional bicycle chain and cogs with the direct drive, ie. better. As in No Competition.  

EDIT.

Oh yes, as TYA pointed this out elsewhere; how do you put that thing on your bike, do you need to saw the frame open at the rear triangle and then weld it back together to get the belt in? 

I would also predict some serious issues with the chainline by looking at the pictures. I hate to be against progress of any kind but this thing seriously puzzles my mind.