Like other commenters, I agree that this is roughly equal parts awesome (because flying suits are awesome, and also because rapid response from medical professionals in the field is too), equal parts silly/gimmicky/unlikely. Also, why is the BBC feeling a need to put quotes around "fly" in the article? If a person is, like, lifting off from the ground, and moving through the air in a controlled fashion driven by jet…
It depends, are they reaching a height where the Wing-in-ground effect is negligible? If they have to stay below that, then no, not really flying. Unless you'd say that a hovercraft or ekranoplan also flies.
Or they could just be staying low because it might be insanely dangerous if the operator loses control at even slight altitude.