They say this supports chip-and-PIN, but I don't believe them until they explain how. If I have a chip-and-PIN card from my bank, the chip has an unreadable secret used to generate one-time cryptograms to verify the authenticity of the card. There's no way to get that secret onto my Plastc card. You'd need partnerships with banks to get a new secret the way Apple Pay does. Without those, this sounds like it'll be use…
They clone the magnetic stripe part of a chip and pin card and then have their own chip and pin layer that they put on top.
In the UK the only reason you can't use magnetic stripe is because no shops allow it (if they do then they are completely reliable for the authenticity of that transaction) - if you could add a chip and pin layer on top of mag strip data then this might work (would still require a lot of fiddling and as far as I can see transactions would have to go via platc like google wallet).