A good thing about tree representation compared to a 'list' representation is that you can search hierarchically, layer by layer, in a large tree. For example, AlphaGo performs search in a large tree. Since the scale of retrieval is smaller than that of the Go game, I guess this framework can scale very well.
A proof/real-world example would be needed to validate your claim(s).
I think the technology is promising but I don't believe in all those "advantages" that they advertise on the website.