Hi Squizzy,
I just looked at the website. It looked OK depending on what you are using it for. I'd want to see one where it is installed in real life if I was considering using it or being a distributor for it (not just a sample piece).
It seems like it is very similar to Dryvit which has been used on houses as a cheap alternative to stucco in the north east. Essentially it is "Styrofoam" with a skim coat of a concrete product to give it some strength and to give it color and texture (and make it not look like Styrofoam). This is a veneered application so the structural stability is not the same as a fence or wall application.
Many of the Dryvit homes around here have dents in them from basketballs, baseballs, etc., and from the specifications it looks like you could ride a bicycle through it (unless there is some internal framing in the panels). One good kick from a "roo" should take care of it too.

The other issues are that it probably gets dirty very easily, stains and is hard to clean (a good power washer would probably just shred it).
Lastly, if you are using it for a swimming pool application I would make sure that it pass code.