Interesting... nothing really new there, it's just opening up the parameters to various ECUs through the car's own control interface, rather than requiring you to reflash the thing with aftermarket software. One of those ideas that's been sitting around waiting for someone to try it, in other words.
I'm not sure. In some ways I like the idea - having a control map that's personal to me only, a throttle that responds exactly the way I want, my ideal steering weight... but on the other hand, those settings on my car were created by experts, who drove many thousands of development miles to get a compromise that's just about right for all the situations the car will be driven in.
I wouldn't want to adjust my own dampers to what I think is a setting that gives sharp turn-in, only to find one day that I've made the car incredibly susceptible to violent snap oversteer, say. (Much as it's got a nice "hero" image to it, oversteer is really not something you want unrequested on a road crowded with other traffic.)
I suppose realistically the settings will be restricted to quite a small range in which they're all still "safe", so instead of having the idea of 'comfort' and 'sport', you'll be able to select anywhere from a smooth continuum between the two.