It's a parlor trick. Water repellency is about the easiest thing to provide in material science. Spray some paraffin on a cinder block and you've got the latest "breakthrough" in nano-technology. Ok that's a bit harsh but the point stands. Making something water repellant is relatively easy. Nikwax and graingers have multi-million dollar companies doing this already. The trick is the "durable" part of any DWR. That's the crux of the technology and much harder nut to crack.
For static applications like cars and building materials these little companies are fine, but to date NONE have broken into the textile industry and successfully competed against the wax (nikwax) technology, fluorocarbons (graingers and most manufacturer applied dwr), or silicone (epic/nextec).
Abrasion kills any coating and that's pretty much the only thing that clothes do, abrade against themselves over time.